Even on Web2, people don't think of themselves in business terms. Creators who approach content today on the legacy social media platforms, most of them, are treating it more like a hobby. If you treat it like a hobby, it will pay like a hobby. If you treat it like a business, it will pay like a business. Web3 makes the business side of content creation easier to manage with baked in financial tools.
Almost nobody makes any money off Web2. They are the product, something the shareholders enjoy the rewards from.
Hence, it is not crazy for them not to have that mindset. But web3 sees instant monetization with just a few comments.
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I've been making money off Web2 for 17 years. And so have many others. In fact, most of the money made on the Web today is made through Web2 properties. That doesn't negate the benefits of Web3, but it isn't accurate to say no one is making money.
Global e-commerce is expected to reach $6.3 trillion in 2023. In the U.S. alone, it will be $1.1 trillion. Somebody's making money.
https://www.forbes.com/advisor/business/ecommerce-statistics/