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Content moderation in Web 2 is an unsolvable problem, says author. Content moderation is impossible to draw between users’ free speech and gatekeepers’ censorship of harmful content. Without a clear code of conduct and intervention from the platform owner, any social network would deteriorate over time. The solution is a simple one: the bulk of moderation needs to be carried out by the users. The first social platform to design a functioning, “self-moderating” system where users are incentivized to make valuable contributions and fear to do the opposite, will take a leading position in ‘the metaverse” - the deepening merge between virtual and physical realities.