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Just discovered the concept of "small tech" / "small web" boosted by @laura and @aral 
More interesting than "low tech" or "low web" fashion, powered by and for privacy, interoperability, inclusion with non-colonial nor non-commercial ideas.
Some fights and ideas picked from libre and ethical software movements, cool and mandatory nowadays 
@aral @pylapp @laura
Would my brother's https://shrib.com qualify as a small web app? The subscription model doesn't have the ads...
@schuga @pylapp @laura Sounds like a nice, small, independent business so more power to him.
Small Web conforms to the Small Technology principles which includes being open source, peer-to-peer, etc., but not everything has to be Small Web – what your brother has is leagues ahead of the Silicon Valley model in terms of its ethics :)