Compared to computer games, movies and professional graphics tools the amount of 3D rendered, interactive web content is still rather minimal these days. When we shop online (e.g. deciding if we want to buy a new camera) we often get to see some photographs from pre-set perspectives. In better cases there is a 360 degree view available that has been built out of photographs, but lacks any sort of interactivity with the object and might not provide the required details.
With HTML5 and WebGL there is an opportunity to enrich the web with 3D content. However, for a regular web designer it is rather hard to get interactive 3D models integrated into their webpage and have them viewable across the compute continuum (from high-end workstation machines to mobile phones) due to the coding complexity and inability of the same code to work across different compute devices. This is where XML3D will likely play an important role in the future. It is an extension of HTML5 developed by the Intel Visual Computing Institute*, DFKI and the Saarland University under the lead of Kristian Sons.