But this is the key distinction! People are making proprietary protocols (serialized as JSON or SOAP, but the meaning of a request or response is completely ad

But this is the key distinction! People are making proprietary protocols (serialized as JSON or SOAP, but the meaning of a request or response is completely ad hoc) and using them to build siloed apps. These appear to be part of the World-Wide Web, because they tunnel over HTTP and TCP. But they actually aren't, because their exposed resources don't have stable URLs or formats and are basically unusable by anything other than one blob of js you have to trust. This should be recognized as tending to displace the web, rather than contributing to it.