The ranks are just there as a fun way to add some Avatar terminology, really. I don't know of anyone who cares at all about which one they have. The custom titles are there for one tiny little perk for donating to help keep the site running. Donations are absolutely the only way this site brings in money, and it is the only way we have to pay for the costs, other than the staff doing it themselves. If you'll notice, in the news forum we openly post the costs and amounts we get. This is not and will never be about money for anyone.