people with something to share, people with something to say, who share and say it because they want to

that's how pamphleteers worked, that's how the Internet worked

at scale, static (CMS-managed) information sites cost effectively nothing even for arbitrary amounts of traffic, and smoothed across a range of people sharing stuff, it approaches zero per person

publishing used to be free with your ISP, and edge CDN used to be (and still is) free to a point (an incredibly high volume point) as well

having people pay something nominal to say things instead of pay far too much in attention-distraction or money to consume things, would put this all back the right way round