I just thought I'd give a shoutout to lichess, not so much because it's a great site to play chess, but rather as an example of a successful site with a philosophy very similar to Hubski.
Lichess started some years ago and has consistently increased its user base, becoming one of the main sites for playing chess online.
They are open source and started taking donations last year to help with the servers. It has worked pretty well it seems.
Ah, lichess. This brings back memories... I went through a phase where I was obsessed with chess and I would be on lichess every single day. One day I punched my laptop in a fit of rage after losing a match. RIP laptop. My precious ebooks collection... gone. That was when I realised I had a problem. I didn't even like chess that much -too tactical for my taste- but I was addicted. Haven't been on lichess ever since. Chess - not even once.