Most of them aren’t profitable, especially twitter and reddit. YouTube is also doing it now, they’re going after adblocks. They even threatened invidious recently.

But tbh discord change is for good. It’s easier to invite someone, especially if they have special chars in nickname.

What’s the difference between this and the site shortcut?

Theoretically there’s “no hate speech” in the rules, but I haven’t seen anyone getting banned for that. You’d need to find out yourself what’s their definition of this word.