The article argues that despite predictions of their decline, websites remain fundamental to the web. It counters claims that apps, AI, or other technologies will replace websites, stating that websites are versatile, open, and essential for digital presence and communication.
The article draws a parallel between Costco's business model—deliberately limiting choices to offer higher quality and value—and how the internet could be structured. It argues that, like Costco, a better internet should prioritize curation, trust, and quality over endless, low-quality options, suggesting that this "intelligent loss of sales" could improve user experience.