Monetize an internet model

It means using internet only for making money or for consumption. But the problem is that this media is not only done for that. It is especially a media made for developing communication between people. For instance, it allows someone staying in Tokyo to be linked in live at any moment to another in the United States. So by reducing internet only to its monetary possibilities, they are changing the philosophy of the media. But anyway, I think that on the web, you can not apply your traditional way of doing business if you want to be successful. You have to give something for free to receive more in return. Many firms have understood it so they are for example creating community value, giving value to consumers' opinion,... to develop real relashionships with them : "Maximiles", "Fnac",....