Fred Wilson writes:
Today, we shop directly with the Internet merchants we like or we use a shopping search engine to find what we want. We can look for jobs on Indeed, meet people on MySpace or Facebook, find roomates on Craigslist, and use Meebo for instant messaging. It’s rarely true that the best of breed service exists on a “portal”. The portals continue to buy best of breed services like Flickr, but now they let the service continue to exist on the web with its own look and feel and URL structure.
The other thing that Google did to foster this de-portalization was introduce a monetization system that existed off its own network. Dave Winer says that “web 2.0” is really nothing more than “an aftermarket for Google”. While I don’t agree with that assessment at all, it does point out how critical an effective monetization system Adsense has been and how important that money has been to building a de-portalized web. What Adsense does is provide a revenue stream early on in the life of a new web service, long before the founders can focus on building their own monetization system. And that has led to a proliferation of high quality web services that do not ever need to end up on a portal.