[vvpan]

The underlying problem to both protocols and non-protocols is identity. Gmail works because Google owns the identity and acts effectively as a proof of humanity.

To go on a tangent - I think that more people having personal public key pairs (via crypto) than ever is actually a positive direction. Atprotocol is another big player in identity at the moment, just as long as "can't be evil" mechanisms are kept alive and have good UX.