What do people want out of their online time?
(1) to feel heard
(2) to contribute their part to something that matters
(3) to be entertained (and / or distracted)
(4) to collect knowledge / wealth / available time
(5) to establish and engage and add value to a community
(6) to be true to themselves while accomplishing 1-5
(7) to not be or feel threatened or ostracized
Missing anything else obvious? Just brainstorming here.