Brian Boyle:
It is used by some to promote their commercial interests, some as a social site, some to learn, some to help others and some as simply a vanity project - or any combination of these motivators.
Well, yes, all of those to varying degrees for different imagers (and these days, groups of imagers) but for me it is mainly a place to put my images where they can:
1) Be displayed properly - standard websites and photo websites are just not designed for astroimages so often do a poor job displaying them, much less providing information about them.
2) Be seen by people that appreciate images more because they know what they are looking at.
For me the above two are about 80% and the rest is social and educational. Nothing commercial and the only vanity is one's natural pride in producing a good image.
I do think that the awards system, despite it's inevitable flaws, is still worthwhile and overall tends to reward good images.
Brian Boyle:
As a user, I pick and choose who I wish to follow
Same here. Mainly I follow people I know personally or who might have similar equipment, share a remote site, or have other things in common. Plus a few who a true experts and therefore have things to teach others.
Some categories I never follow such as clearly commercial entities and imaging groups. I consider imaging groups to be a separate category of "imager" altogether and although they do some cool stuff, I like my images to be my images so I have no interest in cooperative image projects.