When digitized, all of the photos, images, text, comments, sound, video, songs, lyrics and any media that’s posted on a site - represents the sum of the values, interests and desires (the V.I.D. DNA) of a web site’s contributors and users (this is true for any website where humans have a voice).  Google repeatedly indexes this media, and then makes it easy for humans to find humans with similar V.I.D. DNA.  This is how people find and form communities on the Internet, not by demographics but by shared V.I.D. DNA (learn more).  I believe we will shape the process of forming our own V.I.D. DNA by trimming around the edges, but eventually the community will dominate (and grow) the brand, and this exactly what we want to happen.