A notable "unseen power shift" is progressively challenging the dominance of traditional Web2 technology giants, a trend highlighted by Matthias Mazur of CoinRock. The shift, which involves the "hollowing out Web 2 titans," was discussed in a recent tweet featuring insights from Yuga Cohler, an Engineering Lead at Coinbase. This development underscores the growing influence of Web3's decentralized architecture on the digital landscape. Web3, often characterized by its emphasis on decentralization, user ownership, and blockchain technology, fundamentally contrasts with the centralized control prevalent in Web2. While Web2 platforms like social media and search engines monetize user data and content, Web3 aims to empower users with direct ownership and control over their digital assets and identity. Coinbase, a prominent cryptocurrency exchange, has been actively facilitating this transition, particularly through initiatives that simplify Web3 development. A key indicator of this ongoing transformation is the significant migration of developers from Web2 to Web3. Yuga Cohler, who leads efforts in Coinbase's Embedded Wallets, is at the forefront of this movement, working on solutions like smart wallets that streamline Web3 application development. This shift is driven by developers' desire to innovate at the bleeding edge of technology, engaging with a nascent ecosystem that promises greater transparency and user empowerment. The rise of Web3 poses direct challenges to the established business models of large Web2 corporations. These traditional models, built on data aggregation and centralized intermediation, are being disrupted by Web3's ability to disintermediate services and shift value directly to users through tokenization and decentralized applications. This creates new revenue streams and forms of engagement that bypass the need for central authorities. However, the transition is not without its hurdles for Web2 companies, many of whom grapple with legacy infrastructure and a lack of expertise in blockchain and tokenomics. Adapting their core strategies to embrace decentralization requires significant investment and a fundamental shift in operational philosophy. The complex relationship between Web2 giants and emerging Web3 projects involves both competition and strategic cooperation, as the internet continues its evolution.