Yeah, with this fandom rebranding, Wikia feels a lot more like a faceless corpration that is trying to "create value and brand", meaning creating money for shareholders and management. We are the product, not the customer. Their customer, like Facebook's, are companies that buy ads from them. We, the people that actually create the data on Wikia, are creating their product for them while they get rich.
I guess that's the price of unlimited and fast hosting.
To have similar features and speed would require us building a dedicated server with good specs (vps wouldn't make the cut), and then there would be other problems arising (power bills, corporate-rate isp, etc). All those costs wouldn't make us survive with ads revenue alone (also why Atlantica-DB shutdown and they had much more visitors).
So until a good fast and free alternative exists, Wikia will be the only alternative for us.