“I think the new web aesthetic is about getting active again. Platforms encourage passivity. They want us to stay still and scrolling, looking at what the algo wants to show us. Like, swipe, repeat. But the new web aesthetic is non-linear. It encourages you to move from one site to another, to dive down rabbit holes, and crucially, to continue sharing what you find.”

toward a new aesthetic, @sachajudd https://newsletter.sachajudd.com/archive/toward-a-new-aesthetic/