One of the thrills of the AI revolution will be how it untangles software from bad incentives. Today, software is expensive to build and maintain, and so it needs returns to fund itself. The big social media companies have annual expenses of $50m-$50b; they are in no position to operate from virtues, or to deliver on their stated aspirations of “connecting the world,” because they need to optimize for attention and convert it to revenue to fund the ridiculous scale of the operation.

But now we’ve hit the point where autonomous coding is real: Claude’s Opus 4.5 can code for 30 hours straight. I am currently “rebuilding Circle,” the community platform, except not as a platform, but as a single customized instance for my community (Essay Club). I am maybe 4 hours in and half way done. Circle wanted $1k/year, so I built my own with a $20/mo Cursor subscription.

When you can just prompt software into existence, you don’t need fundraising, an expanding team, and all the sacrifices that come with capital. Software can start reflecting the will of visionaries, rather than the exploited psyches of the masses. Of course, AI coding will also enable huckster bot swarms to sell Candy Crush clones and other brain rot variants, but more importantly I think we’re entering a new era of techno-activism.

Millions will use their weekends to spin up apps, sites, tools, platforms, and networks, not for the sake of colonizing the planet’s attention, but for the sake of gift-giving or mischief-making or culture-shaping. It could mean that we shift our attention from hyper-commoditized feeds to mission-driven places.

Today, I think a single person could spin up a million-person writing-based network for under $100k/year (my guess is that’s <0.2% of Substack’s cost). If you clone something exactly (like Twitter>Bluesky), there’s little reason to switch because you lose the network effects. But the oozification of code & interface means that we can start experimenting with better social architectures. How might a network built for human flourishing actually function? A novel concept paired with a small critical mass (just a few hundred people) might be enough to trigger a cascade of platform switching.

The irony is that AI coding is only possible because big companies have been able to amass extreme amounts of capital, resources, and data, but in doing so they’ve released something that could erode their own monopolies on attention, the last scarce resource. Now I think it comes down to what people decide to build. If everyone can build anything, will we each try to build our own empire of extraction, or will we contribute to a culture we want to live in ourselves?