Towards the end of 2010, when the fan-following was still in its infancy and confined mostly to the /co/ and /b/ boards of English imageboard 4chan, all pony-related content was banned by a moderator who had had enough of the flame war that was being waged between those who enjoyed the show and those who did not. He has explained that he believed the show needed a unified fan base at this critical time, as he and many other twenty- to thirty-year-old males had recently become supporters of the show – known as ' bronies' – and an overarching concern was that Hasbro, the copyright owners of the My Little Pony franchise, would not be authorizing a second season. A 23-year-old Arizonan college student going by "Sethisto" established the website in January 2011 to collect fan fiction and news specific to the show My Little Pony Friendship Is Magic.
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