The YouTube comments section has long been the wild west of the internet: a free-for-all where many colourful opinions, and expletives, roam free.
Now YouTube is trying to refine its conversations skills with an update for creators.
YouTube now gives creators more control over moderating the tone and content of their comments.
Creators now get their own username, and can pin comments to the top of the feed (similar to Facebook). They can also leave a heart symbol on their favourite remarks.
To combat trolls, creators can also censor inappropriate comments. Certain words and phrases can also be added to a blacklist.
The update comes as YouTube matures from the domain of cat videos into branded, big bucks entertainment. It also dovetails with Facebook's recent advances into video advertising.
By making YouTube's vast expanses more polite, it may encourage more brands to set up shop.