For all that web3 shouts about community, web2 has us beat hands down. Web2 communities have aspirational North Stars that bind people together. "How do we show we are the best at this?" "How do I play this with friends?" "How do I mod this into something incredible?" Even as simple as "Should we all roleplay as Dwarves?" All of these align with the studios trying to build the most engaging game possible. What do most web3 communities have as a North Star? How do I make money? And until projects realise this, we will continue to have mercenaries moving from one Discord to the next, with projects feeling bewildered when, one day, all their "friends" are suddenly gone.