Paying off Chess streamers is pretty much the only way Chess.com can keep people using their site. Their product is simply inferior in every way, except for their library of master lessons, and all these GMs exclusively streaming through Chess.com. I figure all this spending on sponsorship and GM content is why the rest of their site is so inferior to Lichess. Lichess can spend all their time perfecting the platform,…
At core there is a dichotomy between Chess.com's business-model-ish approach and Lichess' communist approach... to put it in Thibault's own words.
No freemium tiers. No subscription plans, ads, etc. Just donations. That approach has been good for keeping the UX lightweight and snapy.
Chess.com has been around longer, so Lichess' is still catching up with features. I quite enjoy having them both compete as they are.