Claiming a youth audience three times larger than MTV in Sweden, two times larger than the entire readership of all of the Swedish evening newspapers combined and more members logging on daily than the total number of young Swedes watching almost every television show, Lunarstorm has become an accidental media titan here.
Lunarstorm's impact on Swedish youth is widely recognized. Church leaders used the community to console young people in the aftermath of the Asian tsunami that killed more than 500 Swedes. Meanwhile, concerns over the safety of minors prompted creation of a full-time security staff of six to scour the site for predatory behavior.
The site's question of the day - polling for anything from your favorite potato chips to political parties - garners an average of 150,000 respondents, more than any poll in Sweden apart from the actual national elections themselves.
Can closed garden communities survive - even if free - or are they Compuserves amid a more broadly emergent digital lifestyle?