Hipchat memes were the main upside of the product, differenciating it from the market. They were 500x500 squares, not tiny emojimemes like in Discord or Slack. You could truely express an opinion. It was heartwarming.

Then they decided that they wanted to look serious, and reduced the meme size to 32px. That’s when the product fell out of fashion, because it was just like Slack with fewer features.