The once popular video looping app, Vine, ended its reign recently. The Twitter-owned company announced on Thursday (Oct. 27) that it was doing away with the app for good.

What caused the demise of the app, top tier creators on the app says, were Vine’s refusal to improve some of its downfalls. Also, the company was making millions off of the content created by the users, but didn’t want to pay them for their content.

Last year in a private meeting with 18 top creators, the parties discussed strategies to save Vine. The creators suggested that the company pay each of them $1.2 million to produce original videos. The videos would be uploaded to the app on a monthly basis. The creators argued that there was a serious need for Vine to have fresh content always. The content would retain the current users and generate billions of video plays.

The creators also proposed that Vine add more editing tools, linking options, and a filter option that would be used to block unwanted words from commenters.

Vine ultimately refused to pay the creators.

The Top Viners reacted to the rejection by no longer the app.

One of the Viners stated, “We were driving billions of views — billions — before we left. The word Vine became shorthand for short sketch-comedy videos. We did that. Vine didn’t do that… It’s sad the way it went down, but nobody is upset, bitter or angry. Everyone moved on to other platforms.”

While other platforms like YouTube are known to handout monetary appreciation gifts and monthly checks to their content creators, Vine didn’t feel the need to hand out money. Its selfishness clearly played a huge role in the apps demise.