> What are incentives for the average person? Their logic seems straightforward: they want to be where their friends are at

This is some sort of absolute, fundamental difference between the early web and now, at least how I experienced it as a teen in the late 90s in Hungary. Back then I made a site, because you wanted to make something of my own, in my style, as I wanted. There was nobody else online from my friends, and I made new friends online. I actually found my age people on ICQ, within the same subculture.

This "oh my friends are there" approach is what destroys everything. More precisely the people who can't decide for themselves.