Quite a few people have been linking to an article on The Verge with the inflammatory title The Mobile web sucks . In it, Nilay Patel heaps blame upon mobile browsers, Safari in particular:

But man, the web browsers on phones are terrible. They are an abomination of bad user experience, poor performance, and overall disdain for the open web that kicked off the modern tech revolution.

Les Orchard says what we’re all thinking in his detailed response The Verge’s web sucks :

Calling out browser makers for the performance of sites like his? That’s a bit much.

Nilay does acknowledge that the Verge could do better:

Now, I happen to work at a media company, and I happen to run a website that can be bloated and slow. Some of this is our fault: The Verge is ultra-complicated, we have huge images, and we serve ads from our own direct sales and a variety of programmatic networks.

But still, it sounds like the buck is being passed along. The performance issues are being treated as Somebody Else’s Problem …ad networks, trackers, etc.

The developers at Vox Media take a different, and in my opinion, more correct view. They’re declaring performance bankruptcy:

I mean, let’s cut to the chase here… our sites are friggin’ slow, okay!

But I worry about how they can possibly reconcile their desire for a faster website with a culture that accepts enormously bloated ads and trackers as the inevitable price of doing business on the web:

You realize that “bloat" pays the salaries of editorial, product, design, video, etc etc etc, right? — nilay patel (@reckless) July 20, 2015

I’m hearing an awful lot of false dichotomies here: either you can have a performant website or you have a business model based on advertising. Here’s another false dichotomy:

To be clear: I’d pick a slow open web loaded with trackers and ads over a walled garden 100 percent of the time. — nilay patel (@reckless) July 21, 2015

If the message coming down from above is that performance concerns and business concerns are fundamentally at odds, then I just don’t know how the developers are ever going to create a culture of performance (which is a real shame, because they sound like a great bunch). It’s a particularly bizarre false dichotomy to be foisting when you consider that all the evidence points to performance as being a key differentiator when it comes to making moolah.

It’s funny, but I take almost the opposite view that Nilay puts forth in his original article. Instead of thinking “Oh, why won’t these awful browsers improve to be better at delivering our websites?”, I tend to think “Oh, why won’t these awful websites improve to be better at taking advantage of our browsers?” After all, it doesn’t seem like that long ago that web browsers on mobile really were awful; incapable of rendering the “real” web, instead only able to deal with WAP.

As Maciej says in his magnificent presentation Web Design: The First 100 Years :

As soon as a system shows signs of performance, developers will add enough abstraction to make it borderline unusable. Software forever remains at the limits of what people will put up with. Developers and designers together create overweight systems in hopes that the hardware will catch up in time and cover their mistakes. We complained for years that browsers couldn’t do layout and javascript consistently. As soon as that got fixed, we got busy writing libraries that reimplemented the browser within itself, only slower.

I fear that if Nilay got his wish and mobile browsers made a quantum leap in performance tomorrow, the result would be even more bloated JavaScript for even more ads and trackers on websites like The Verge.

If anything, browser makers might have to take more drastic steps to route around the damage of bloated websites with invasive tracking.

We’ve been here before. When JavaScript first landed in web browsers, it was quickly adopted for three primary use cases:

swapping out images when the user moused over a link, doing really bad client-side form validation, and spawning pop-up windows.

The first use case was so popular, it was moved from a procedural language (JavaScript) to a declarative language (CSS). The second use case is still with us today. The third use case was solved by browsers. They added a preference to block unwanted pop-ups.

Tracking and advertising scripts are today’s equivalent of pop-up windows. There are already plenty of tools out there to route around their damage: Ghostery, Adblock Plus, etc., along with tools like Instapaper, Readability, and Pocket.

That option is basically stealing. Don’t feel good about that. — nilay patel (@reckless) July 21, 2015

I’m sure that business owners felt the same way about pop-up ads back in the late ’90s. Just the price of doing business. Shrug shoulders. Just the way things are. Nothing we can do to change that.

For such a young, supposedly-innovative industry, I’m often amazed at what people choose to treat as immovable, unchangeable, carved-in-stone issues. Bloated, invasive ad tracking isn’t a law of nature. It’s a choice. We can choose to change.

Every bloated advertising and tracking script on a website was added by a person. What if that person refused? I guess that person would be fired and another person would be told to add the script. What if that person refused? What if we had a web developer picket line that we collectively refused to cross?

That’s an unrealistic, drastic suggestion. But the way that the web is being destroyed by our collective culpability calls for drastic measures.

By the way, the pop-up ad was first created by Ethan Zuckerman. He has since apologised. What will you be apologising for in decades to come?