I think the biggest issue with the "interactive web" is that we found that interactivity isn't necessarily always a good thing. Sometimes, the simpler, boring, perhaps "soulless" technology is the most appropriate technology for the task.
Remember Microsoft Bob? Or 3D filebrowsers for Unix? Turns out, those weren't improvements over the more traditional filesystem browsers that persist to this day. More recently, the tile concept that MS tried in Windows 8 didn't catch on either.
When I took a course on information visualization, one of the takeaways was that, even as we're learning about several different techniques for displaying data, sometimes (more often than you'd think!) the most effective technique is a simple table. A well-formatted table, to be sure, but a table can be more powerful than even an interactive graph.
More to the point: I'm talking to you with pure text, even less interactive content than a microfiche machine reading a newspaper. But what interactivity would enhance my content or clarify my point instead of providing a distraction?