Oh, this is great. Kudos to Rob LoCascio who in this article lays out the reasons why we are witnessing the last days of the website. 

Basically, in response to Google and its crawlers, every website looks the same, has a similar architecture and is moves customer experience away from personalisation, to something homogeneous,  bland, forgettable. 

My colleagues Tim Hughes and Adam Gray have written already about the death of digital advertising and email. And now it looks as if www.acme.com is going the same way. 

Ok, I don't agree that we are at the url end of days, but the underlying argument is right. Google has made websites boring. And customers will seek excitement and personalisation elsewhere. Social media, anyone?