I think the gradual commercialisation/enshittification really staved it off for a while, but people are now very much fed up with everything being a subscription, a brand, a license, etc. Also helps that all that software has had time to mature and grow beyond proprietary options, especially with the increase in programmers.

I was taking a plane recently, looked out the window at the airport, and I just saw brands everywhere. Every airport utility vehicle had some giant brand logo on it. It’s become so in-your-face.

Hopefully the digital changes lead to something in the physical world too. I think people have had enough, they just need to see the alternatives.