The web is in trouble. Last week craigslist, a vast classified-ads site, had to abandon its “erotic services” category because of claims that it was an “online brothel” being used by sexual predators. And in France L’Oréal discovered eBay could not be forced to stop selling cheap knock-offs of its products.

After British villages rose up against the intrusion of Google’s Street View, Greece has banned the mobile camera cars that put pictures of people’s homes and streets on the internet. Privacy campaigners fear the power of Google and the online ad company Phorm to gather and exploit personal information. They invade your computer, monitor your web-browsing and buying, check where you are and then bombard you with targeted hard sells. It’s in the name of freedom and choice, they say, but whose?

Twenty years have passed since Sir Tim Berners-Lee created the world wide web. From 1989 to 2000 it grew exponentially. Then it crashed, and bright-eyed, cash-burning dotcoms across the world went bust. From the ashes emerged web 2.0, a cult created, engineered and run by Californians. This can be defined in many ways, but its principal features are, as with everything else in California, freedom, personal expression, letting it all hang out and making shedloads of wonga.

So, for example, you can publish to the world your every passing thought on Twitter, sneer at MPs on Blogger, display your life on Facebook, sell and bid for goods on eBay. And, all the while, Google, the biggest brand in the galaxy, will be watching everything you do, knowing where you live, logging your preferences and tracking your movements so that it can target its ads at you and only you.

Even if you don’t indulge, your life has been changed. At every turn you are told to get online and buy. Increasingly, shops are being seen as mere adjuncts to websites. Lots of things out there in cyberspace — this newspaper, for example — are just plain free, and most things are a lot cheaper. Web 2.0 is in your head and your pocket whether you like it or not. It will change everything.

What is wrong with this picture? Well, to start with, it is historically ignorant.

“The internet”, says David Edgerton, professor of the history of technology at Imperial College London and author of The Shock of the Old: Technology and Global History since 1900, “is rather passé . . . It’s just a means of communication, like television, radio or newspapers.”

Edgerton is the world expert in tech dead ends. Fifty years ago, he points out, nuclear power was about to change the world; then there was supersonic passenger flight, then space travel. The wheel, he concedes, did change the world, as did steam power. The web is not in that league.

One great promise of web 2.0 was that it would lead to a post-industrial world in which everything was dematerialised into a shimmer of electrons. But last year’s oil price shock and this year’s recession, not to mention every year’s looming eco-catastrophe, show that we are still utterly dependent on the heavy things of the old economy. In fact, says Edgerton, we may, in retrospect, come to see coal as the dominant technology of our time. China and America have lots of the stuff and they plan to burn it. The web, like it or not, uses energy, quite a lot of it, and that will continue to be made with big, heavy, industrial-age machines.

So what, if not everything, will the web change? The key feature of web 2.0 that is currently driving change is its intense focus on the individual. Google’s power springs from its ability to advertise not to populations or groups but to individuals. Blogging, tweeting and Facebooking all give the individual the unprecedented opportunity to blather to the entire world.

“Why not?” say the Californians. “This is paradise, the individual set free.”

The first objection to this is that it destroys institutions and structures that can do so much more than the individual. Clive James is no web-sceptic. He runs a superb website — CliveJames.com — and he regards the internet as “more of a blessing than a threat”. But he is wary of this focus on the individual.