I am inclined to think >>48 might be on to something. What draws people in isn't necessarily drama, but culture. A unique identity associated with the internet gathering place. I think regular forums might have an edge on this aspect, as it's so much easier to come up with an easily presentable cultural item or identity for oneself in image form rather than pure text(avatars, sigs, photoshops, etc). Even 2ch resorts to this with its intricate S-JIS art.