We reported a week ago that Friends Reunited was on the brink of a relaunch, and indeed that revamp has now gone live.
The website was first launched in 2000 and quickly established itself as the UK's first major networking site. That crown was subsequently pinched by MySpace, and then of course by Facebook.
And much like MySpace, Friends Reunited is attempting to reposition itself to stay relevant to the new Facebook-dominated web, with a new hook: "Find, collect and share the memories that matter to you with the new Friends Reunited."
The focus is on nostalgia, and taking people back to historic moments, such as England winning the world cup, Live Aid, the marriage of Charles and Diana, or Churchill's famous "We shall fight on the beaches" speech.
A large selection of archive photos will be on hand to help recall these events, with the site being loaded with something like 350,000 images. Users will also be able to add their own pics, scanned in football programmes, and other recollections.
The other line of attack, an obvious jab at Facebook, is a promise that privacy controls will be easily understandable and configurable by the user.
That, along with the lack of commercialism, and rose-tinted spectacles users will be looking at the past through, might just give this relaunch a decent stab at recruiting some fresh meat.