If you're not sure how it matters that none of the users use it as a social platform, then I'm not sure what you think a social platform is.

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> explicitly for social coding

Using source control is not "social coding." You're stretching that word far past its actual meaning, in the effort to make a point.

If I go to a taco shop but order fries instead, and eventually they focus more on tacos and change the recipe for their fries, I would certainly be mad about it. If you are doing a good job for a domain, folks are going to inevitably be bothered when you do worse by that domain, for whatever reason.