That's a good counter example. I wonder if it has something to do with the discovery flow and perhaps even the theming? Did Wordpress provide an index of all

That's a good counter example. I wonder if it has something to do with the discovery flow and perhaps even the theming? Did Wordpress provide an index of all the websites? They don't appear to now? Also the fact that every site could be themed meant that many sites looked really quite different and so the website brand was stronger than the Wordpress brand. Just hypothesising. I feel like it is quite different but I'm not entirely sure why as, you're right, Wordpress worked in a similar way.