UGH: Rare, Cox Media’s Facebook-driven conservative site, is shutting down.

Rare.us, the viral content site launched by Cox Media in 2013 to take on the ever-evolving digital landscape from a right of center lens, will shut down at the end of the month, according to Facebook posts by its top editors.

It’s another example of a viral website built on Facebook traffic that is shutting down after Facebook announced it would be making changes to its News Feed algorithm to weed out publisher content.

Facebook is great for reconnecting with old friends and sharing adorable family photos, but never forget that it’s somebody else’s business with no real concern for anyone else’s.