Absolutely, that's why ever since Lycos and AltaVista we relied on certain third-party domains to solve both discoverability and noise filtering.
However, now, after we, the users, have created such Leviathans [1] as Google, Meta, and so on, we, the developers, must go back to the drawing board and solve discoverability, noise filtering, payments [2], and much more at the protocol level. Which is not even a new or outrageous idea, even Mr. Jack Dorsey seems to agree to this [3].
Discoverability and noise filtering are the hard problem.