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2/ The web has become so popular, people forget that an Internet exists apart from the web.

Prior to the web, people were able to host basic .txt files fine on various BBS boards.

What made the web so completely dominant is that none of those other services could hyperlink.

This is so important that the protocol itself is: Hypertext Transfer Protocol (HTTP).

What is hypertext? Text that allows for referencing. Mostly these are hyperlinks.

So why reference? Because referencing is social.