“You can make the walled garden very very sweet. But the jungle outside is always more appealing in the long term” - Sir Tim Berners Lee, Wired. In the early days of the Internet, users would dial in on a modem to a proprietary network controlled by AOL, Prodigy, CompuServe or others. An AOL user would find different content available to a Prodigy user. Advertisers would have to think carefully ...