Good point. While there is such a thing as the "general interest," what it is is contested by definition. Also it is often quite difficult to figure out with enough detail to produce action. So it is unsurprising that special interests, who by definition are more organized and informed on the topic, tend to dominate public and political discussion.
Hence the way to political power is to become part of a more powerful special interest coalition. (And by extension, the bigger and more powerful the coalition, the more right it has to speak for the general interest, as well.) In this case, I think the optimism of the Jan 18th actions is well placed. "Netizens" as a whole are extremely diverse, but there are definitely issues which can form a coalition, and it is absolutely crucial that this coalition be recognized as powerful, well-organized, possessed of deliberate and well-connected leadership, and deadly willing to play in heavy contact mode for its beliefs and priorities.