The difference may be subtle but I think it is significant. So much of the "content" on the internet is written at people. Reading it feels like you are being bludgeoned into submission, your role is passive, you are a consumer. Most marketing and business writing is like this. In fact it seems to go with the role of "professional communicator".
Good writing is more like letter writing. It is written to you not at you. It draws you closer, is offered to you deferentially, like two people who know and trust each other having a conversation, taking turns, listening as much as talking. It is our natural way of writing. Shame we have it beaten out of us.