There seem to be a number of areas that need badly to be decentralized further.
Facebook, Instagram, and other social media, including YouTube. Uber, Lyft, ridesharing in general. Airbnb and room sharing. Craigslist. Ebay, Amazon.
All of these companies could be replaced by a single or multiple decentralized protocols, completely open-source and not owned or controlled by any individual or company, "out in the wild" like bitcoin is.
Sure, there are countless ICO's and other projects trying to apply blockchain technology to these areas, but perhaps they're missing the mark. We need truly decentralized solutions, so that censorship of our postings or videos is impossible, so that drivers can keep 100% of their fares, so that we can buy or sell anything over any border without being subject to arbitrary and often unjust legislation.
True decentralization of all of these is possible. Imagine an open-source app, connecting drivers and passengers, but with no CEO or office to call, the code running on its own, perhaps automatically taking a tiny percentage to rent server space for itself. Imagine video-sharing and social networking, completely decentralized, controlled by no man, censorship impossible.
It is key that the solution for each of these be truly open-source and not-for-profit. I would love to hear about examples of projects already working on each of these fronts, and thoughts about how to make them work best to achieve a world we all would like to live in. There are serious questions to address, but I think we as a community will solve them.
Thanks for your time.
Nowadays BitClave is working on a decentralized monetized search engine. That's exactly what you mentioned writing about Amazon. They already have a few working prototypes. Here's the video which explains the main concept of this project.
https://www.youtube.com/watch?v=coOgmyEDsgw