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I remember looking for random forums for a game or something and it would have a lot of people talking daily about random things, you would make friends and find out they had their own forum on whatever that free forum hoster was. For actual websites they'd have a little friends section and it would link to similar sites or things they like. I miss the dumb little signatures and avatars you'd make, or the little post gimmicks you'd put in every post.
I guess it's why discord took off, it's an easy way to make a community compared to reddit or something which is a lot more surface level on every topic.