Yes, I see the GEDCOM pattern often: load and go.
That's not bad, it's a way to collect more profiles into the one tree: however, if the behavior that the community wants is to create more stickiness, then it needs to have reasons for folks to come back besides just contributing their knowledge to the broader community.
Perhaps helpful hints to creating family histories, ability for families to collaborate, ways to seek new info outside the large named search sites, etc.
Colorful stories of sleuthing to find tough answers.
Highlights of profiles that contributed to society.
I like the BHAG of being the place to be for learning about Presidents - etc.