For context: The WWW is over 30 and we are now so used to it that not only is it easy to forget the distinction between WWW and the Internet but also that for all the standards, protocols and working groups that exist today, at the beginning the web was little more than an app (the first browser), plus documentation on a file format that it could read (html). And like any app, specific design decisions went into it. So although much of the discussion today focuses on details of complicated standards and browser features of the existing web, I believe the thought experiment is interesting, especially now that the web has lost most of its share of internet usage to native apps anyway: Hackers, if you could redesign the whole stack of the web today from scratch - what would you do?
edit - grammar, added full name 'WorldWideWeb' to make page easier to find
With the same capabilities organically emerging along everywhere (payments, real identity and reputation, media publishing, audience interaction, embedded software, services).
The incentives for this is to own the audience or to own the transaction.
If there were a new set of incentives, for an example if, in a next phase, a lot of the major infrastructure becomes public utilities (search, social/fan graphs, access to the phone’s hardware capabilities, frictionless transactions)…
Then it makes sense to have, once again, unified protocols. Like if the www and the app stores had a baby. Then you have the browser for this… and off you go.