2004 when I first joined was a year or so before a lot of the quizzes and games and such spam. At the time the "spam" was a large collection of "Groups" that had silly in-joke names specific to your College/University. That time "Groups" were more like a list of hobbies than the "Groups" of today. "Photos" also didn't show up until a few months after I first joined.

I'm not saying we should romanticize the incomplete, under-developed TheFacebook of 2004, but only that the things that made it viral on college campuses in 2004 are very different from those that made it viral among the masses in 2014. I'm not sure which one is better or worse, it's definitely complicated. But there's definitely that feeling that Facebook is not TheFacebook any more. Not just branding, but in... spirit, maybe? Like I said there's word missing that I'm curious to find.