You'll have to create an audience draw for it as well. Say, promise them the site won't be overrun by endless discussions about which Aeron chair is the best to

You'll have to create an audience draw for it as well. Say, promise them the site won't be overrun by endless discussions about which Aeron chair is the best to sit on a treadmill. Then when you have the audience who were drawn in by the high signal focus on a topic of expertise, sucker punch them by closing down all such questions and cite some lame excuse of following the charter of purity. In the name of site quality they'll say.