The internet has plenty of people who don't want to spend their effort for others' moneymaking.
All we need is a transparent and simple process of using the real system.
Registering a DNS record is still cumbersome and done only by technical people, just like making a simple webpage. Or hidden someplace hard to find in Yandex/Google/other web interfaces. Despite it not being hard.
Maybe some simpler tools are needed too - say, Geminispace is an example of one such.
But in general what's hard is as hard as things that are now easy were. Just the same effort didn't go there.
Say, it's not a common thing now to register a DNS record like one person's "internet identity" (just personal websites maybe), but if it were, would it be harder than registering an e-mail account or a phone number? And then, if the system were used as it should, the rest could be done without users troubling themselves. Navigating that "internet contact directory" like you do in Facebook, sending DMs like you do in Facebook, but over an Internet protocol (say, XMPP or something new using that contact functionality) by a native application, having forums and feeds and e-mail and filesharing without platforms. All via native applications just as easy to use as the social media we have.
OK, I'm sleepy. Just - it's technically possible.
Alaska. SW prequels. There's also the Soviet movie "Until first blood", where kids play "Zarnitsa" and learn something.