Most websites have no goal — if 70% of them disappeared tomorrow, nobody would notice, and that was true before AI even entered the picture. Now AI site builders make it trivial to spin up a WordPress site with even less intention, at a scale we’ve never seen. Drawing on lessons from running WordPress hosting across 10 brands and multiple European markets, I’ll unpack why sites get abandoned, what actually separates a site that matters from one that quietly rots, and why AI doesn’t have to accelerate the clutter — it can force real purpose into the onboarding moment, if we design for outcomes instead of signups.