Authors Chris Anderson and Michael Wolff debate this topic in a heated paralleled article. According to Wolff there are three major player involved in the Web. Google, Facebook and Apple. Each have approached the Web in a different way. “Google, by managing both traffic and sales (advertising), created a condition in which it was impossible for anyone else doing business in the traditional Web to be bigger than or even competitive with Google.”
Google was dominating for a while, but then entered Facebook. It was a club-like atmosphere which was original protected from sites like Google. Originally you were required to use a university or school email in order to create an account. People liked that it was a ‘closed 
system.’ In 2006 this changed. “Facebook’s organization of information and relationships became, in a remarkably short period of time, a redoubt from the Web 0- a simpler, more habit-forming place.” According to Wolff: “Facebook became a parallel to the Web. . .”
Apple had a different approach to interactive media. Steve Jobs “built two of the most successful media businesses of the past generation: iTunes, a content distributer, and Pixar, a movie studio.” Unlike the original plans of the Web, Apple was all about the profit and sale.
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