Ways of navigating a 3D model also vary wildly. Sometimes you just want to pivot/rotate them around a little, but sometimes "walking" inside them makes more sense.
Then there are materials and lights, and here people go wild with ideas.
In our "current world", if you want a 3D viewer, you use WebGL and Javascript, and voila, what you get is what you see in all browsers that support WebGL.
> But wow you gotta get a lot of JS slapped together to just get something rendering
Indeed. But there are some quite nice 3D model viewers out there ready to roll, easy to embed, and full of features.