You're right, I guess, if you consider "the web" to mean "HTML over HTTP". In real terms, though, a modern web site is the HTML plus all of the images and other text that goes with it, and it's designed as a package. The fact that the web browser connects to the web server to download all of the bloat doesn't change the fact that the bloat was specified by the HTML served by the web site. It's just an implementation detail.