The blockchain's distributed consensus algorithm manages the network tokens (e.g. Bitcoins) very well. These tokens and their corresponding transaction data are small in size. Storing large web documents in the blockchain will blow up its size and consume significant network resources. If you wanted to mitigate those effects, you could restrict publishing based the tokens you spend - e.g. you can store 4kb per "coin" - but such a system would have nowhere near the capacity to publish at the rate of the internet today.