The net is like books. There are well-known ones, with hundreds or thousands of content distributors. Self-published ones nobody ever reads. And everything in between. The best form of promotion, if you can get it, is widespread word of mouth. But you can't pay for it or organise it, it's as much about luck and timing as creative promotion.
There are a handful of giant global publishers who end up with most of the money made from books. But nobody controls books.