By nicely you mean very little content compared to today. By nicely you mean not able to make money.
It's the obnoxious, intrusive and privacy-stealing ads that are the problem.
That's part of the problem yes.
The other part of the problem is that people such as yourself see "not able to make money" as part of the "problem" with the pre-hyper-commercialized web.
Not everything needs to be squeezed until it makes a buck, but as long as people keep seeing everything in the world with fucking dollar signs in their eyes the problem will continue.
Was part of the "problem" with gas handle pumps that they didn't have space for another ad? 'cause we solved that problem.
How about airliner tray tables? They couldn't make money, but we sure addressed that one.
And long stretches of road with greenery and shit visible? The issue there was it just wasn't making money! But don't worry, we fixed it.
Advertising is societal corrosion. It eats away at our experiences, it reshapes our thoughts, it homogenizes and neuters our culture, and it's all because people such as yourself see "not making any money" as an inherent problem with all sorts of aspects of our lives.