Maybe the more people hang out on the site, the more ads they are exposed to. And since most forum participants are non-members, they keep getting the ads blasted a them.
what the hell is this?
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the financial situation would have allowed Erik around 2011 to build up the top-notch first class playing site in the world, highly reputated with a superbe interface, many features, all variants and many top players
he decided instead to go for an infantile facebook-clone
exactly
but I do not understand why Erik when being at the crossroads, commited to this course. Money driven? Do heavily frequented forums increase the ads income? There must be some (monetary) explanation why he built a social network instead of the premium chessplaying site.