Without the PEOPLE who use the web it won't function.
People will follow like sheep.
As long as people, in the form of consumers, want stuff done for them there is an opening for A N Other to step in and deliver. In a capitalist society there follows the tendency to want to make profit. The more the global providers can deliver and entice people, the stronger they get.
So my view is that the state of the web is a direct result of the wishes of the people who are the consumers of the web.
How do you manage that in a free, capitalist society? Who knows.
That's the dirty underbelly of capitalism showing, though we haven't yet seen a better system.