It is vital to preserve the right for individuals to have control over their online experiences. A way to ensure that peoples choices and preferences are respected by technology platforms is advocating end-to-end principles. This would represent a return to the original spirit of the internet, where users have more control over what they see and receive, rather than being subject to manipulation or prioritization by platforms for their own gain, writes Cory Doctorow.

"Advertising funded search engines will be inherently biased towards the advertisers and away from the needs of consumers."

–Larry Page & Sergey Brin