It's "chiller" because the number of posters keeps going down.

? we peaked at ~950 DAU in late 2024 down to a little over 850 now, in 2023 there were only 550ish. This is based on the wayback machine giving numbers so it may be a little off. From what I remember, most of the drop from 950 to 850 was a single drop after the election (maybe the USAID cuts )