See also:
https://en.wikipedia.org/wiki/Gemini_(protocol)
It is similar to the old gopher: text files, links, and images form a hypertext optimized for reading. Text is formatted like Markdown - but even simpler.
Clients display text, like an eBook, or images / media.
Servers can run on a PC or Raspberry Pi which needs half a Watt of power. No FAANG companies needed. No expert knowledge needed - not more difficult than running a file sharing client.
I think it is the right thing for defense of democracy and sharing your voice in the digital realm.
Meh. The problem isn’t the protocol but how its used and what is pushed through it. If you wanted to, you could push ads through the protocol, along with any scripting language or binary blob supported by the application receiving it. If someone wrote a Gemini browser with JavaScript, CSS, and HTML support, you’d be right back at the same place we are now, just transferring all the stuff over Gemini.