One of the fators which will influence the future of internet is how it is currently used. Some people publish valuable news or documents. They want to share knowledge and real information. Other people offer services. Technical skilled guys develop stuff for the net or for the IT community.
Idealists fight to defend their ideas.
These people give to the net. Companies wants to advertise or to sale using the 'brand new' e-Commerce branch. We see other net users who only want to get information from the net without giving something back. These companies and users don't want to give to the net. They want to take from the net and give the minimum.