In two words: “thoughtful” and “good-faith”. Content should be interesting and thoughtful rather than optimizing for clicks (obviously this isn’t compatible with an ad-based model). Dialog should be civil, charitable, kind, etc and strong norms for objectivity and neutrality. Low tolerance for overt ideological advocacy, authoritarian rhetoric, flame baiting, etc.

That’s “what it should look like”. To get there, I expect it’s “establish the right norms from the start and incentivize the right content and behaviors along the way”. To monetize, I don’t know and I don’t especially care.