The ability to target your audience with specific interests. I can use this as well for my personal blog or business website. It's difficult to find out who has an interest in particular topics that you are targeting. If there was more information available about what people were interested in when they signed up then it would be easier to determine which posts will get results. This isn't something that i dislike - but rather something I am unsure of how to utilize properly. It could help me make better decisions when deciding what type of post to create next.