People are willing to pay for web software too (as evidenced by Reddit, HotOrNot, PlentyOfFish, and various other profitable web startups). It's just that
different people are willing to pay for it. The business model for consumer webstartups is to offer a simple service to lots of people for free, so that you deliver something of value to advertisers.
Most profitable software requires deep knowledge of at least one relatively unknown technology (the three web startups mentioned above are exceptions). This applies as much to web startups as desktop startups, eg. Google had deep knowledge of search, YouTube of Flash and video, Amazon of inventory and retailing. But acquiring this deep knowledge is not rocket science: typically, you identify the technologies that'll be useful for your app, you read all the publicly available documentation, you download a demo and write some prototypes, you ask some questions on a mailing list, and you e-mail the support people at the vendor (possibly paying for a product along the way). Fresh college graduates typically don't have this knowledge off the bat because it's not taught in school and they aren't exposed to it, but that doesn't prevent them from picking it up quickly. Look at Loopt, for example.