I argue that a "well thought out procedure" is not possible for such a complex system as the internet. Every kind of procedure that can be thought of will either have holes in the logic, or will be gamed by users and providers in a never-ending arms-race.

Emergent complexity is not "random", although it can be based on elements of randomness.

Nature is an example of a massively complex system that has evolved on elements of randomness, but the system itself is by no means random. And there's no way that it could have been designed with a "well thought out procedure".