Previously, it had belonged to a memetic exploration team. They had made it big with the creation and spread of the "Every adult has, deep down inside of them, an awkward thirteen year old, and strangely, once you can see that troubled dorky kid, you'll like the person more" meme. They were using the money from its success for investigating isolated memes.
The staff of the website took an expedition down to the Brazilian rainforest, to investigate cultural memes of the Amazon River's tribes. They kept a satellite link from there, and put out all the ideas and customs which they found most interesting.
Then things went horribly amiss.
They found a tribe with a better culture. Stronger memes. Much, much stronger memes. Their ideals, ethics, art and personal interaction techniques would have taken over and replaced the ways we're currently used to. The end of the civilization you know. The crew, enraptured and excited by these ideas, published everything before realizing the catastrophe they might have unleashed on the world.
The leader of the crew, seeing what had happened, took down everything on the site. To be sure the ideas did not spread, he destroyed all the maps and notes, and, on a night very much like this one, picked up a stani (a sort of fishing hook used in this tribe) and killed the entire crew, and himself.
The website was later sold off and became LiveJournal. But sometimes, late at night, when there are not many posts, you can still hear the old web publisher, stalking the site with a stani, hunting for more victims...