As soon as we begin to bring our audience into something that truly reflects our way of experiencing the world, we have to include some keys to our thought patterns. Otherwise, we are left at the level of mere description, which naturally relies heavily on shared cultural knowledge as well as thinking. With the Web, we may have the potential to provide enough of a context for our work that it can be accessible to more people, including those who are not keyed into our own cultural assumptions. This position can be taken a lot further of course, to the point of the authorless work. I consider such work as being that where the computer is doing most of the authoring.
Intent is the essence of authorship.
When intent can be perceived then the author becomes visible. Without visible intent the author is invisible. Mind you, all of this is something of a mirage. It is possible for an author to create an apparently authorless artifact, but it is all by slight of hand. This concern with mood or ambience is his visible expression of intent.