In this chapter, we chart the Internet’s journey, beginning with its genesis in ARPANET and TCP/IP and moving through the establishment of the World Wide Web and early e-commerce. We chronicle the seismic shift brought by Web 2.0, defined by social networking and mobile computing, and arrive at the current landscape driven by the fusion of IoT, 5G/6G, and cloud computing, which power modern data and platform economies. However, the core of our discussion explores Web 3.0 (Web3), a decentralized, human-centered future. As a paradigm built on blockchain, privacy-preserving computation, AI, and the Metaverse, Web3 promises to fundamentally redefine the digital ecosystem by prioritizing user control, transparency, and equity. Crucially, we contend that the principles of Service Science offer the ideal framework to maximize ethical, data-driven value co-creation and innovation within this new era. This chapter establishes that Web3 represents a revolutionary change in value co-creation and exchange, not merely an incremental technological update, setting the stage for the rest of the book.