I would submit that your proposal is precisely right.

And I can offer a splendid piece of supporting evidence:

Way "back-in-the-when" you might recall that MySpace actually burst onto the social media scene *before* Facebook. Although the two served very similar purposes... the massive difference was that Facebook was strictly standardized... while MySpace became an increasingly cluttered circus of customized blinking gifs and backgrounds. 

Eventually, the ability to customize one's profile page made much of MySpace unusable. Circa 2006 computers and web bandwidth simply couldn't parse the number of "blinkies" people would add to their pages to gain attention. 

And this wasn't small potatoes, let's remember. MySpace was *the* most visited web site on the planet in 2005-06... and yet? By 2008, they had been utterly dethroned by Facebook and many other sites. 

I don't mind that people want to hype their guilds and groups, but pick *one or two* and stick with it.  Experience tells me that nobody is able to keep up with multiples, anyway... so its basically clutter.