Context is missing, so "it depends" applies.
GPL can be used inside proprietary products, the copyleft clause is only activated if you distribute the product to other parties. And by distribution this doesn't mean public distribution, it just means giving the code to the person who receives the binaries.
On the case of web services, it is rare to see distribution of software.
I could go on writing the whole day about the matter. In the end what wins is the end-user context. Licenses are like weapons, each one was created for a specific scenario.