Boy did this strike me as relevant. Meant as advice to Tumblr after the Yahoo! acquisition, but I sure hope some people at WGT will read and take this to heart. I think we all understand it's a profit-making business, but there's something to be said for a bit of transparency.
http://techcrunch.com/2013/05/21/the-former-flickr-employees-guide-to-tumblrs-yahoo-survival/
"The more honest you can be about the direction you’re taking and the reasons behind it, the better. Give your members a means to easily communicate back to you — the Flickr Forum, while sometimes contentious, has always been a great bellwether of how the community feels, as well as an opportunity for the team to explain and (hopefully) reassure.
Open discussions can be exhausting to manage, but they’re often more rewarding (and instill more confidence in your community) than pronouncements with no outlet for feedback. Avoid reassuring platitudes that gloss over the issues – if putting ads on the Dashboard will allow you to reach a goal of tripling annual revenue, it’s better to say so plainly. Honesty is appreciated by most communities, even if the truth is unpleasant."