But it was. Back then, you had "online services" - Prodigy, Compuserve, GEnie, and AOL. And for the most part, users on one of those services could only mail other users on the same service.
Email and the Internet won because the sector was competitive enough that no one service had enough market clout to not offer e-mail. Once some people got e-mail accounts, other people wanted to e-mail them, and threatened to move off the services that didn't support it in favor of services that did. That scared the online services, so rather than lose, they all started offering e-mail themselves, until they lost anyway.
If you want open social-networking platforms, the solution is to make the market competitive enough that no company can afford not to be open. Usually that'd involve choosing to use the smaller players until they're big enough that no one company is gigantic.
Email and the Internet won because the sector was competitive enough that no one service had enough market clout to not offer e-mail. Once some people got e-mail accounts, other people wanted to e-mail them, and threatened to move off the services that didn't support it in favor of services that did. That scared the online services, so rather than lose, they all started offering e-mail themselves, until they lost anyway.
If you want open social-networking platforms, the solution is to make the market competitive enough that no company can afford not to be open. Usually that'd involve choosing to use the smaller players until they're big enough that no one company is gigantic.