User blog comment:Brandon Rhea/How we're testing the fandom.com domain migration/@comment-141.109.120.90-20181008203126/@comment-20644-20181009033555

Which then begs questions like... what information? Where does it come from? What's it about? Who are you? Etc etc. Our experience showed us that each new detail we would add to the explanation would lead to more questions. All of a sudden what should have been a simple exchange is a longer conversation just trying to define what the site is. And once you have to spend that amount of time just saying who you are, a problem becomes recognizable: you don’t have a compelling brand.

Contrast that with "We're FANDOM, a site where fans write about what they love." There's questions you can ask about that, to be sure, but they're not required to get people on board with the site. That idea is understandable on a gut level. Everyone has a fandom, so the brand connects on an emotional level.