I feel like the Internet has gone through three distinct phases. The first phase was primarily driven by individuals and a small handful of businesses. Content was highly limited, but generally positive. Lots of niche communities formed and most things had a very amateur feel to them, but everything was new and interesting.
The second phase was the rise of big corporations and the almighty ad. This was the first arms race between ad tech and ad blockers and gave us such evils as the pop up and pop under. A lot of the early charm of the internet was lost here. Everything started to become much more polished and commercialized, but we also saw a rapid expansion of content and functionality. This phase was heavily driven by corporations, and most of the early individual content was killed at this time.
The last and current phase is the social media phase. It’s kind of a hybrid of the previous two. We have individuals generating most content again, but it’s controlled, filtered, channeled, and exploited for commercial gain by the corporations. This has somehow lead to things being worse as corporations discovered that catering to people’s worst impulses is the most profitable decision.