Internet communication technologies draw for their appeal and legibility (ie how they care understood) on metaphors and practices from non-internet communication. We use them, we understand them as versions of the latter, finding or creating differences between them that are not actually technically there since the net reduces all information flows to an identitical format (with small variations) as it actually works.
Metaphors are a great way for people to grasp technical concepts using descriptive (non-technical) language. Getting our heads around the technical aspects of the internet and the various communication processes become much more appealing when using metaphors.
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