I don't feel that the owner of the form needs to have some kind of a mission statement. He's done his job and provided a nice work space for like-minded individuals to communicate about their craft. It is well designed, organized, departmentalized, convenient and easy to operate, has a wide variety of sections and whatever adverting is present it's usually in good taste and not intrusive in any way. Considering the population, the administration and moderation is decent enough and really bad actors are eventually dealt with.
In the area (PURPOSE) RAISON D' ETRE, ethics, morals, decorum, civil behavior, content and trends- those attributes and their maintenance are really up to the members. To a degree we are "self policing". If folks won't tolerate nasty behavior or what's worse, join in with it, ignite it and create rhetoric that stimulates it- it will most likely diminish in time.
Advertising and product promotion is perfectly acceptable- somebodies gotta pay the bills and turn a profit for their efforts. I really don't belief there is some kind of unethical or underhanded subculture of subliminal advertising here or anywhere else in the photography industry. Of course corporate interests want to get their name and products out in front of us. Why not? Most of us live in a capitalist free enterprise society. I don't believe that anyone here is "shilling" for the manufacturers, distributors or dealers.
There is nothing wrong with popular or famous photographers endorsing equipment. Athletes, entertainers, famous chefs do it- why not photograhers? Besides, most of the regulars here are very equipment savvy- most of the posts and threads are gear oriented. people here are not gonna go out a spend their hard earned money on expensive gear JUST because one of their favorite shooters endorses it or because an ad popped up on the forum. Just read the threads- people are asking opinions, doing research, going over the specifications and looking for the best deals.
I have been in the business for many years and I never made an impulsive equipment purchase do my homework as do many others.
Another crazy idea- I like to give my business to folks who are wiling to come out and get it. I have brought in a goodly amount of business from clients who told me me that they gave me the job or the contract because I put my stuff "out there" and when they inquired, I came out to see them. They were not interested in folks who sit in their offices on a computer and wait for the phone to ring.
.. and y'all out there- stop already with the AGEISM! Old folks are not necessarily grouchy, stubborn or overly opinionated beyond reason. I'm, an old geezer with a gray beard for sure but I know PLENTY of grouchy and stubborn YOUNG geezers!