The first generation of the internet (the ‘first wave’) was led by people like Tim Berners-Lee, Tim Post and Tim Berners-Lee. With this type of technology, anyone is able to publish free and high quality content to the internet. With games, that content is often about game design or strategy that can be used to improve the game or the strategy of people playing it.
I recently read a book called Game Theory by the authors Domenic Moniglio and William P. Sharpe.
I don’t recommend this one as a game to play but the concept itself may be worth studying.
It is easy to blame the lack of attention towards game design.
It might just be that this new approach to game design will only produce better games.
As for the theory behind the game that the internet was created to use, the internet is not the first website.