In a serious oversimplification of supply-demand relationships, classical economics argues that that a system left to itself (that is, with the counter-forces of supply and demand left to function freely, without any external limitations in the transaction itself) would ultimately achieve a balance expressed by the price; while Keynesian economics incorporates the idea of "stickiness", the reluctance of a system to shift from its current position even if that setting does not express a true balance of supply and demand (for example, those already working at a job being likely to be doing so for higher pay than one brought from outside with equivalent experience would be willing to accept).
The Internet, in its marketing aspects, was originally hailed as removing much of that "stickiness" as well as "extemporous" external factors, thus allowing price to become a true expression of value.
The curious thing is, it does not seem ultimately to have worked that way. While allowing for all practical intents and purposes infinite comparison shopping (and indeed there are several companies which have sprung up to fill just that niche), or, inversely, to allow the seller access to a much wider buyer range and thus theoretically to be able to obtain a much more accurate price (in the sense of price expressing true value): what seems actually to have happened was the immediate creation of ways of "beating the system" -- and actually succeeding, insofar as "the system" constitutes traditional economic theories.
The easy answer is that all the various techniques, programmes etc. which have been created constitute more of those technical limitations which did not permit traditional systems to achieve true balance: but any system we create can be nothing other than our own expressed image. These new limitations are not geographical, not temporal, not in any way objective, certainly not external to the transaction itself: but the direct results of our own creations -- and they are specifically challenging traditional economic thinking.
So what are the not-so-easy answers? Within this created system, what element(s) are we missing -- and what role(s) might they play?