SWIM should distribute software that runs entirely on AWS, so people can sign up and then a CloudFormation stack is launched in their AWS account to run their blog or photo sharing app or whatever. Pairing this up with mobile apps could be pretty awesome for people that want the functionality of Instagram or something, but want to own their own content or protect their privacy or just want the ad-cattle ranchers to fuck off.
Of course, the barrier to entry for normal users would still be kind of high. A compromise would be private alternatives to popular apps as a service, like some apps out there now that copy your Instagram photos to your own domain.
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