“The best minds of my generation are thinking about how to make people click ads. That sucks.” Sound true at face-value. But guess what? In order to process the huge amounts of data necessary to 'make people click ads', we use map/reduce, and we get and/or improve Hadoop. Both of which may then be used for other Big Data applications.
Sure, web applications seem trivial. But the innovations created as an aside to them very often are not.