The website as a means of personal expression came about because traditional communications media ignored the niches they cared about. Fan sites and shrines covered TV shows or bands that didn't get coverage in mainstream magazines. Conspiracy sites arose because traditional media eschewed them. Today, every niche is covered somewhere, because the Internet became a business.
A GIF site on Geocities was free. Buzzfeed took that idea and became a publicly traded company.
[0] https://justinjackson.ca/webmaster/ [1] https://www.anildash.com/2019/12/23/the-peoples-web/