The status quo, where many (most?) people have a primary digital identity (their email) which carries a corporate brand. Once they're established (often without any forethought), people are loath to change them. They then have to put up with whatever crap that corporate dishes out.
We need an easy way for people (e.g. families) to manage their own identity and communications, like email addresses. I think everyone should have their own domain name & email that uses that domain name.