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I understand what you're saying, but AOL had the opposite problem. The internet at that time was hard to use in general, so it was more about trying to provide enough of anything to get commercial viability for regular people. At one point, AOL was 30% of the entire internet. Seriously, it hosted almost a third of everything online. The alternatives were CompuServe or Prodigy or simply not being online at all. But you paid for it up front as an ISP. AOL didn't provide anything for free up front.
The Web 2.0 walled garden approach is about preventing you from wandering out onto the wide open spaces of the rest of the internet out there and not seeing the content curated to make the platform provider money. And making the 10% of daily internet content composed of idiotic FB comments and posts seem like it's worth all your time when you can easily use one of 5 or 6 search engines to find alternative content. Making staying in the garden so cost effective and frictionless that even using a search engine seems "hard" to do.