> For the complete documentation index, see [llms.txt](https://rubaru-labs.gitbook.io/rubaru-whitepaper/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://rubaru-labs.gitbook.io/rubaru-whitepaper/readme.md).

# Abstract

**The Flaws of Centralised Social Media/Attention Economy: A Broken System for Creators, Users, and Brands**

Social media has revolutionised global communication, with over **5.7 billion users** spending an average of **2 hours and 31 minutes daily** on various platforms ([**source**](https://www.demandsage.com/social-media-marketing-statistics/)). The industry is projected to reach **$466.56 billion by 2029**, growing at a **13% CAGR** ([**source**](https://www.thebusinessresearchcompany.com/report/social-media-global-market-report)). Yet, despite its rapid expansion, the current landscape is plagued by fundamental flaws—where centralised platforms prioritise profits over people.

<figure><img src="/files/g4iSS3vtmo21KV4NvlS6" alt="" width="563"><figcaption></figcaption></figure>

Opaque algorithms dictate content reach & visibility, limiting creators' reach and engagement. Monetisation remains highly skewed, with platforms taking the **lion’s share of revenue** while retaining full control over content and user data. Creators often **wait months to earn**, with **delayed and unfair payouts**—all while battling arbitrary censorship, shadow banning, and sudden account suspensions that can erase years of work overnight.

Meanwhile, content consumers, who drive engagement and fuel platform growth, remain completely **ignored in the value equation**. Their **data is exploited without consent**, and they receive **zero incentives** despite their critical role in the ecosystem.

Even Web3, which promised decentralisation and user empowerment, has largely fallen short. Many so-called "decentralised" social platforms still **rely on centralised infrastructure**, failing to address the core issues of **transparency, ownership, and fair incentives**.

The need for a **truly decentralised, user-driven social ecosystem has never been greater**.

### Protocol Thesis:&#x20;

Keep SocialFi **usable** like **Web2** & **Ownable** like **Web3!**