Admittedly I was also lured into joining for the goodies and giveaways. However, after the first competition came and went and I was unsuccessful in grabbing whatever it was that was up for grabs, I found myself coming back to argue with local hotheads about the state of the gaming industry, and to check out all the interesting tidbits dug up by the mygaming community.
Currently, the competitions are a big draw for me to visit the website, but as soon as I've checked the competitions threads, I start browsing news and forums to see what the state of gaming is at the moment.