Information wanted to be free, for the first decade of the web's existence. Projects like Linux, Wikipedia, the www itself. These open, free ways of doing things were proving a case for optimism.
They were so much faster & better than corporate alternatives that you couldn't help but expecting that open projects had the competitive advantage.
Meanwhile, online culture was very different. There was room for morons and blowhards, touts, spammers and occasional shill... but those people didn't run the show.