I think the idea is that when you (even unintentionally) signal to others (and to yourself) that you are/want to be a more mainstream respectable institution (e.g. via having a modern respectable looking website), then this causes people from inside and outside the institution to have expectations of the institution to be more mainstream respectable. This includes things like the application of more mainstream Overton windows, which e.g. leads to people complaining about discussions on LW that touch on mainstream-taboo topics even if they seem fine from the previous LW norms.
I think the idea is that when you (even unintentionally) signal to others (and to yourself) that you are/want to be a more mainstream respectable institution (e.g. via having a modern respectable looking website), then this causes people from inside and outside the institution to have expectations of the institution to be more mainstream respectable. This includes things like the application of more mainstream Overton windows, which e.g. leads to people complaining about discussions on LW that touch on mainstream-taboo topics even if they seem fine from the previous LW norms.
Got it, this was helpful. Thanks!