In a messy and untrustworthy world, there's more friction for users to try a new thing.

Aggregators solved this problem by creating worlds unto themselves where they set the rules.

They can construct the rules so that things are safe and clean, and thus can be relatively low friction.

But this has a downside: they did it by handing god-like power to themselves.

An aggregator: "It's my world, you're just living in it."

You might be able to solve the problem in a different way, with different laws of physics.

If you did, you could hand the power the aggregators usurped and hand it back to users.