After helping some 40 million users discover billions of pages with interesting stuff from across the web over since the early noughties, StumbleUpon is shuttering its content curation and discovery platform today.

The service was arguably one of the first of its kind when it launched in 2002, providing users with a dead-simple way to find new sites to visit, articles to read, and pictures and video to gawk at. It also happened to arrive at a time when people were graduating from using the internet for essential functions like research and monetary transactions, to killing time and sharing things with friends.

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But that was then, and this is now, when ‘random’ isn’t good enough, and even our ‘serendipitous’ content discoveries are closely connected to our interests, thanks to cookies that follow us around, platforms that task us with tagging all the things online, and clever algorithms that learn what we’re into.

It works well enough when you tell the site what you like – but after spending several minutes on there, I can tell you that it doesn’t quite recreate the magic of the SU button.

Farewell, StumbleUpon, and thanks for the hundreds of hours of discovery, and entertainment that was just a click away.

Give the new service a try by visiting this link.

Mix.com is not to be confused with our beloved Hard Fork editor who goes by the same name.