When we think of the “tech” in Big Tech, we tend to conflate the “software” with the “company.” For example, “Google Docs” is software that allows you to share documents on the web that is hosted and fully controlled by Google. In order to get away from this corporate model and move toward a diverse ecosystems of software and providers, we have to break apart this limiting concept and begin re-conceptualizing our needs in terms of the main software features we need.