Some of the newer sponsored quests such as Kung Fu Panda are executed pretty well and fun for users. They have to manage it carefully but they have a great base of users and goodwill to work with.

Despite some backlash of some older Gaians against the noobies coming in in the last year or two, it is a growing and thriving community. Big culture of participation and incentives to be active (Gold for forum posts etc)

Their MMO should really help kick things into higher gear…