Funny thing, that’s almost the very same debate ground as the original forum revamp. There too the drama came with the trenches of “who is it about” and “who is it for”. In the end, after many iterations, CCP finally figured out it is never about the developer or the designer, but about the user.
Don’t ask or force the user to adapt, provide guiding paths not tresholds and triggers. And never ever give the image of pushing things through. EVE Online isn’t a product, it’s a service model highly dependant on narrative and communicative energy - without this, all the retention/acquisition marketing becomes a rat race. There’s better ways, as fortunately CCP has learned after several glitches.
Yet for some reason where it comes to concepts of web and art, things always flow harsly and from the top, only to end up not working as well as intended.
In an age where media are designed to stimulate inward bound communicative behaviour - for example reddit - the better approach is not to focus blindly on theoretical concepts, but to reinforce what works on a behavioural level. Like it or not, every place using this service performs quite ill when facing third party communication streams - which is fine if we’re taling support or product messaging. But it is a very bad business practice for any services model.