It is not carefully prepared in some glitzy studio for zillions of dollars, shaped to the supposed tastes of some demographic market profile, then beamed out to an unknown audience in hopes of driving an aftermarket in ancillary products. If you need an example, try Disney's recent offering, The Lion King . The merchandising will net far more than the film. It's a jungle out there. Nobody is orchestrating it.
Nobody is in control.
Everybody's talking and having a ball. Chaos and anarchy, sure. Consider the possibility that the noise level is high precisely because so many are shouting to be heard. They are staking their claim to piece of terrritory no other medium has ever offered them. If this scares you as a company exploring Internet plans, then you should be scared.