Unique aspects of the 'internet industry'?

Been casually browsing at some experienced hire postings for tech-ish groups, and I notice many of them describe a requirement like "deep understanding of the internet industry". But what does that really mean and what's unique about the internet industry?

I don't specialize in TMT so would appreciate high level inputs here, but beyond the fact that we all use the internet and high growth and scalability bla bla bla, what key characteristics need specific attention?

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