For those who have not yet discovered the genius, creativity, and hours of fun to be had on the Pottermore site, you're too late. It's over. In place of a rich, atmospheric virtual adventure, is a slick but dull marketing vehicle, that has been compared by many to Buzzfeed. I would agree, except that I find Buzzfeed more entertaining.
Before this ghastly change, Pottermore was an experience to immerse yourself in. You got to be a student at Hogwarts, sorted into a house, given an account at Gringotts, and able to shop on Diagon Alley for school books and supplies. Users combed through "moments," multi-layered images with hidden potion ingredients, Bertie Botts beans, chocolate frog cards, and loose galleons to plump up their bank accounts. You had to work for things, including Rowling's new writings, access to which was hidden in the moments and sometimes required casting spells and working out puzzles to find. Like a student in a challenging school for wizards, you needed to use your wits and pool your talents. The new site is better suited to the dilettante who's never even read the books.
Pottermore did telegraph the coming changes, but not how drastic they would be. They did not make it clear that accounts would be flushed entirely with all the supplies collected, articles bookmarked, and potions made over years. They simply took everyone's hard work and devotion and threw it away. Their
flippant answer to where it's all gone: "website heaven."
There were little indicators over time that the powers that be were losing interest in keeping up the site. The number of moments grew smaller as the books in question grew longer. They did away with comments. But, the first major sign of trouble came when they announced that the upcoming house cup would be the last and that Pottermore would be changing. I followed the unfolding discussion on their Facebook page.