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Then, around the same time, Hollywood started buying multi-channel networks (MCNs), bringing increased legitimacy to the creator industry. MySpace grew massively when "MySpace Tom" poached Tila Tequila from Friendster, porno videos bringing all her followers with her. So MySpace cloned it in 2003 with one crucial difference: it let users make changes to their HTML/CSS, allowing them to adapt and personalise their own pages. But despite being free accounts, most of them need to make money somehow, so paid exclusive content is always on the table. To begin with, social media was mostly about friends in your real-life network. Businesses started to act differently, too, with the DKNY PR Girl being the first brand to begin acting like a human online to increase engagement.