I want... you... to blog me
The problem isn't “the internet” any more than the problem is, for example, “guns”.
The problem is the constituency.
And to answer your question more directly, what's required is a fuckload of ego death.
Could it be any other way for a species whose members can seemingly ever live only – or at least vastly primarily – for themselves?
In other words, although you're positing a way better scenario, it just so happens to not be possible for humans addicted to so stifling a notion of individuality. So good luck hoping/wishing for groups of people (e.g. “companies”) to collectively behave any better than their individual parts/members.
“Me first” necessarily implies “all others second or less”.
It's actually quite simple: enough egos concluded it could increase their wealth and/or statue and/or power, so of course they're all off to see the bonanza wizard.