1) The social media war hasn't been won by those platforms that offered users possibilities to customize their page (MSN spaces, myspace, tumblr still survives) but by pre-canned, limited but simple platforms.
2)Internet citizens are increasingly less anonymous on all those platforms which makes them further unwilling to be unfiltered.
What changed are primarily two things:
1) The social media war hasn't been won by those platforms that offered users possibilities to customize their page (MSN spaces, myspace, tumblr still survives) but by pre-canned, limited but simple platforms.
2)Internet citizens are increasingly less anonymous on all those platforms which makes them further unwilling to be unfiltered.