Beyond Big Tech: Towards Ethical and Open Alternatives 🌱¶
In the earlier post, we looked at what defines Big Tech:
closed and proprietary systems, centralized control, surveillance-by-default, ad-driven algorithms, and vendor lock-in.
That model extracts value from us instead of serving us.
But it’s not the only model.
There is another path — one we could call Small Tech, or simply Ethically Focused Tech.
It’s not about size, but about values: openness, transparency, decentralization, and respect for human rights.
The Contrast: Big Tech vs Ethical Tech¶
| Big Tech Model 🏢 | Ethical / Open Tech Model 🌍 |
|---|---|
| Closed & proprietary — code hidden, decisions made behind corporate walls | Open & transparent — source code visible, decisions made in the open |
| Centralized — vast hyperscaler platforms, global silos | Decentralized — federated networks, distributed communities, multiple providers |
| Data harvesting — surveillance capitalism, profiling, tracking | Privacy-first — data minimization, user control, local-first design |
| Commercial-first — profit and ads drive features | Community-first — built around collaboration, user needs, shared stewardship |
| Algorithm-driven feeds — designed to maximize attention | No manipulative algorithms — chronological timelines, human curation, choice |
| Vendor lock-in — dependence through ecosystems and subscriptions | Interoperability — open standards, portability, self-hosting options |
What Ethical Tech Looks Like in Practice¶
It doesn’t mean anti-commercial. It means commercial models without extraction.
Here are some of the key traits:
- Open Source → Code is publicly auditable. Problems can be spotted, fixed, and improved by anyone.
- Federated & Decentralized → Services like Mastodon (social), Matrix (chat), and Forgejo (code hosting) distribute control instead of centralizing it.
- User Sovereignty → You own your data. You can export it, move it, or host it yourself.
- Privacy-Centered → Tools like Signal, Proton, and Nextcloud minimize what they collect.
- Transparent Governance → Rules and roadmaps are debated openly, not set by a corporate boardroom.
- No Surveillance Ads → Value comes from donations, subscriptions, co-ops, or community support — not exploiting your attention.
Why This Matters¶
With proprietary, closed tech, you trade away:
- Transparency — you can’t see what the software does with your data
- Control — companies can change terms overnight or lock you out
- Freedom — vendor lock-in ties you to one ecosystem
With open and ethical tech, you gain:
- Choice — no lock-in, you can switch or self-host
- Trust — code is visible and auditable
- Resilience — communities and open standards ensure no single point of failure
- Alignment — values that prioritize humans, not just shareholders
Ethical Tech as Small Tech¶
“Small Tech” doesn’t mean small in capability. It means human-scale:
tools designed to serve people, not extract from them.
It can be commercial (paid support, subscriptions) or free. The difference is in incentives.
Instead of chasing ad revenue or market dominance, these platforms are often built around:
- sustainability
- collaboration
- shared stewardship
A Closing Thought¶
Big Tech defined the last two decades with closed, extractive, centralized models.
But the web didn’t start that way — and it doesn’t have to stay that way.
Open, ethical, and human-centered technology is not only possible — it’s already here.
Every step we take toward it, no matter how small, helps reclaim the internet as a place built for people, not for profit.