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I don't necessarily think it's being first especially with examples like myspace=>facebook.
Part of the other mentioned sites appeal (dating, classifieds) is going to be timewasting nosy browsing making people return up to the point where they decide to join up themselves.
Even if you initially fill up with fake profiles or fake items for sale you are giving people something that they will continue to daydream about after they have left the site.
Free membership covered by adverts takes away the biggest hurdle for signing up which was previously there with dating - can't remember match.com fee but it isn't silly cheap.
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