Its not about profit margins it is about the graph below. This club has never given any indication or previous history that it is trying to profit. Heck the club gave away $5,000 to coral restoration in Florida just over a year ago. We encourage gift certificates for sponsorship to give to members not cash from sponsors.
I've been a member since August 2008, and from looking at everyone's join date, the oldest one that has commented on this thread so far ;-)
Looking at Brian's chart, what happened in 2011-2012 when posts per year dropped by 10,000? If I remember correctly, that was when we had a lot of in-fighting and people left to create/join another reef forum, and then you had the whole thing with Aquatic Specialists/Joel that further drove people away (long story for those that don't know). I don't know what happened during 2014-2015 to lose another 8,000 posts as I haven't been active in awhile. I'm like Miles where I would stop by and check the forums to see what has been happening recently. Started getting active again last month and then the name change.
I can't say whether I'm for or against the name change, but I can say I am against the way it happened (overnight without members being notified - or even premium members). I'll still visit like I do, but I think I liked our little piece of Ohio Reef Club better than the whole Ohio Reef...just my 2 cents though ;-)