We've actually seen this dynamic before - in e-mail.
Because of spam, the weird technical hoops you had to jump through to run a mail server kept getting more and more insane.
And at the same time, people demand more and more functionality, fancy web interfaces, high availability.
Fast forwared to today: even big universities and governments with dedicated IT departments have given up and pointed their MX records at GMail.
Is the web headed the same way?