I pawed through some recent books on GIS and found the following definitions. We're not obliged to adopt them, but here they are from "Web GIS: Principles and Applications" by Pinde Fu and Jiulin Sun. ESRI Press, 2011.
“Web GIS is any GIS that uses Web technologies” (p. 13)
GeoWeb or geospatial web refers to the “emerging distributed global GIS, which is a widespread distributed collaboration of knowledge and discovery...” (p. 15)
All the literature is focused on the production end -- creation of data (including VGI) and creation of services. Hardly anyone talks about what users need in the way of a GIS that is easier to use than a full-blown GIS.
One exception is a book Tracey Hughes turned me on to - a National Research Council book "Learning to Think Spatially" which calls for an easier GIS to use in the K-12 curriculum. They propose that 10 grant-funded programmers spend 3 years to develop a program, which I think is a mistake, but at least they're addressing the problem. The book was published 6 years ago, maybe they'd say differently now. I think web-based is a better approach, and I think the private marketplace is already stepping in to fill the need at least partially.