Fact is, almost every Web site created today needs words. That's incredible demand. Not only that, but all those words are easy to come by. If you're lucky enough to pen for a portal, syndication supplies most of your content, and discussion boards the rest. Understanding of when they say they'll sue, they usually don't.
Most passionate prose is saved to complain about management on the company's internal mailing list.
Urge to write bestselling hypertext novel. As you will be reminded, people aren't online to study the rhythms and cadences of richly composed language. If they wanted words, they'd get 'em cheap off a billboard or the back of a cereal box. So as the resident wordsmith, you'll rarely be called upon to be creative - that's handled by the creativity experts on your marketing team. So despite your best attempts to keep your site happily content-free, you'll sometimes receive additional guidance from upstairs.