Empires like MySpace or Orkut rise and fall over the space of years. They understand that the concept of loyal users is a grand fallacy, that any equity they’ve built over years can be erased by a competitor doing something as simple as making the on-boarding process quicker.
The only way to ensure people stay and that more people come is by innovating — starting with the product itself, what it does and how it is used, consumed or delivered. Marketing never comes at the expense of that. Brand loyalty isn’t dead. It’s just as fickle as we are.