What do I care the open web is dying?

I hang out in two circles. Open web enthusiasts that are lamenting its demise, and regular users who are happy with their fast snappy apps and couldn't care less.

These groups have a hard time talking because the "open web" too often comes across as an idealistic abstract notion and most end users just don't tangibly feel the bad consequences. In fact, they're often happier with the snappy, vertically integrated experience of closed app ecosystems.

Our goal with Insight is to give the web (in particular on mobile) a fighting chance by exhibiting how it can be more powerful than a closed ecosystem and give more control to the end-user. We do this by showcasing the web's infinite extensibility and customizability for common use cases like search, shopping, reading and cooking.