Allow me to over-simplify for a moment.
There is obviously much room on the web for technical innovation. We’ll always be moving forward with advances in hardware and software, both incrementally and in great leaps. But many of the difficult challenges of publishing online have (largely) been solved.
It’s easy to set up your own responsive website.
You no longer need to be an expert in the performance and security issues inherent in website hosting and management.
So, what’s left to do?