1. A method implemented at least partially by a processor, the method comprising: determining how much of a resource a contending principal instance of a web entity that is contending for the resource receives; dividing the resource recursively along a principal embedding hierarchy of the web entity; identifying resource allocation mechanisms to divide the resource based at least in part on a fair-share bandwidth across the principal instances of the web entity and one or more other web entities that are contending for the resource; and sharing the resource between the web entity and the one or more other web entities.