The trend was well underway in the mid-aughts, though some might argue that early forum systems, including Slashdot (Slashcode), phpBB, and even AOL forums were precursors (all were Web / app alternatives to Usenet / NNTP, effectively). If you count custom BBS forum software, the trend goes back even further to the early dial-up era of the 1980s. We're talking 300--1200 baud modems here, none of that fancy fast 48/56Kbps stuff.

One of the challenges with open-protocols-based systems is protocol stasis. That is, once a protocol is developed and in wide use, agreeing collectively on change is hard. I've seen this directly (largely on the user-side) with Diaspora* (the platform, whilst it has some good basics, is tragically stuck with design decisions from a decade and a half ago), and Mastodon (itself an attempt to break out of stasis within IRC, StatusNet, GNU Social, and WebFinger). The two sides of that debate tend to register as purist/absolutists who cotton no variance from spec, and expand-and-embrace radicals who are seeking to adapt the protocol for private gain. (The truth of course is that both positions are considerably more nuanced, of course, and good or bad motivations may well exist on either side.)

We're seeing part of this play out with HTML/HTTP (now largely captured by Google) and SMTP (largely moribund) where on the one hand a highly complex spec largely serving the interests of publishers and advertisers over readers exists (HTML/HTTP) (see especially Drew Devault's account of how insanely complex it is to write an HTML renderer from scratch), and in the case of SMTP, many failures (privacy, security, spam, workflow integration) of email to adapt to new needs and concerns.

The result is that we rely less on open standards (making lock-in more prevalent, and new entry more challenging), existing standards are either static (SMTP) or so bloated as to lock out new entrants (HTML/HTTP), and larger aspects of online exchange get locked into proprietary stacks, protocols, platforms, and actors, with what development does occur largely addressing corporate rather than community / societal needs.

For someone who was pitched on the promise and liberation of information technologies from the 1970s onward, and was present as the modern Web and online world has emerged, it's tremendously disappointing, though there've been some lessons learned, if by me rather than the world at large. It's been interesting to watch major social rights advocates, of both the digital and broader stripes, come to terms with this (EFF, ACLU, and others), and shift their tunes considerably.

For the younger set who didn't experience this, or the older set who've forgotten or weren't paying attention, it's increasingly revealing to visit works being published over the course of this development, beginning with some of the earliest RAND monographs in the 1960s, whether cautionary or enthusiastic. I find the cautionary takes have worn better.

A partial bibliography here: <https://toot.cat/@dredmorbius/105074933053020193>

I'd add to that Lessig's Code and Other Laws of Cyberspace and Andrew Shapiro's Control Revolution, both published in 1999.

<https://archive.org/details/codeotherlawsofc0000less>

<https://archive.org/details/controlrevolutio00andr>

Alvin Toffler's Future Shock addresses this specific issue only slightly, but is another historically interesting and significant take on what was, now over fifty years ago, the future of technological, informational, and cultural development:

<https://archive.org/details/isbn_0553132644>

As I've noted here recently, that book's prognostications can be divided into TK-count, ahem, three categories: technical, psychological, and social. The first is largely over-optimistic, with a general (though not total) exception in the case of information technology. The latter is strongly cautionary and relatively accurate. The third now reads as hopelessly outdated, largely as it has become the current socio-cultural environment.

See: <https://news.ycombinator.com/item?id=42688251>

Books on the impact of media and society are also worth considering. Elizabeth Eisenstein's The Printing Press as an Agent of Change <https://en.wikipedia.org/wiki/Elizabeth_Eisenstein#The_Print...>, as well as earlier works by McLuhan, Harold Innis, and Walter J. Ong. I'm increasingly convinced that changes to information technology and systems, from the advent of speech, writing, and maths to the present, have absolutely profound impacts on the societies in which they emerge (and those proximate to them). They act as power-multipliers on other technological advances, notably in agriculture, metallurgy, fuels, mechanics, electromagnetism, etc., but even on their own are highly underappreciated.