That's a key difference. Sure, a handful want to spout off by writing an electronic letter to the editor. But all forms of reader feedback have been steadily decreasing in popularity for more than 90 years. It's not the talkback that's important. It's the ability to gain some control over how the information is received.
Community builds loyalty.
Rather, the reverse is true. Web publishing demands greater technical skills than does print publishing. In fact, the skills may be less technical than those needed to publish in traditional ways. And certainly the theoretical mindset is far less complicated. Online is a medium of total individual expression.