What's missing is the culture of "anonymity" where everyone was pretty much just a screen name and people did not give that much care to their long term reputations and the fall from that more or less started with facebooks real name policy, or rather when facebook stopped being an glorified phonebook and started being an content platform.
That culture of "pseudoanonymous amateurs" gave rise to an atmosphere of fun that seems to be entirely missing today as everyone is too focused on the hustle of monetization and avoiding controversy to just do silly things.
Add to that that for some reason every large enterprise organization seems to have forgotten how to actually manage and use their own websites preferring instead to blast out using the new "everything for everyone" platforms.