It is perhaps the vast size of social networks and the number of Heathens on them that give them such a huge advantage when it comes to publicizing events, blogs, real world journals, books, and websites. Further, because of the vast number of Heathens on social media one gets exposed to many different viewpoints.
As fewer and fewer websites are being operated by Heathen groups, less and less information is being shared, and the variety of viewpoints on Heathenry narrows from many to just a few. This goes back to the idea that Heathenry could become homogenized. Without a variety of interpretations on the lore expressed by well researched websites Heathenry could suffer a sameness that is unnatural for a polytheistic religion.