He wants the content there rather than people going to other sites for it - that way he knows EXACTLY what’s being posted there, what people are saying about him and Donny - he wants to own and control it all.
haha file structure - it’s going the Apple way of just chuck it in and then search for what you want rather than being a grown-up and keeping things organised and tidy
It went downhill when poking and sheep throwing went away.