[CM30]

Every image/video/content hosting site seems to go through this process too. Look at the likes of Photobucket or Imageshack or Imgur or YouTube; they all started out with simple, clean interfaces and everyone liked them, then they became mass market, tried to monetise and were so obnoxious with it that everyone turned on them.

Then again, YouTube is basically an example of a company/site/service which does virtually everything wrong, but succeeds on pure network effect/inertia. The monetisation aspect is probably the least of their worries.