Performance, inclusivity, familiarity. Boils down to these 3 things.

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+1. The complication of signing up can be made into something exclusive. But the ease of continual usage needs to be better.

I also think it is important to recruit more people, new people. I don't know what was Twitter's breakdown but i am guessing during the early stages it could have been something like a several cycles of 80% fresh blood and 20% retainer and eventually it balances out.