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There is a large financial incentive behind it I think is the main draw.

The freecompliments and cent communities have a lot of processes linked to threads, so posting there using their tags greatly benefits those who made them, either with votes or other things like hsbi. I used to use it a lot, but I've decreased my use since the launch of snaps.

is it partly from this threadcast thing? I don't know much about it but seems like integration or stand in for chatting system like when interacting on a video? Honestly i'm just guessing. haha