Looking for a history (wanted to check the old IP hongfire.com was resolving to) I found something interesting.
Last snapshot of Hongfire:
https://web.archive.org/web/20190829085643/http://www.hongfire.com/forum/
First snapshot of redirect soc***n.me/trends:
https://web.archive.org/web/20191009042221/hongfire.com
It's redirecting from hongfire.com/ to hongfire.com/forum/ and then redirecting to the site we were not expecting.
Then checking domain registration Updated Date: 2019-02-24T12:05:08.14Z
There was no update between the site switching.
So that leads me to two possible options:
1. Hongfire switched to a refer to prevent some lawyer to knock down his doors.
2. Someone hacked the forum and managed to manipulate the .htaccess file or similar (setting the refer as maintenance site or so). This theory is supported by the fact that even thumb URI are redirected, but
http://www.hongfire.com/forum/admincp/ (default URI for AdminCP of vBulletin) is responding with 403 forbidden which indicates there is still a vBulletin setup on that web space.
Does someone remember the provider Hongfire was hosted on? Current IP WHOIS shows "zColo" in Colorado which sounds like a plausible data centre to host your own or rented hardware on.
So I wouldn't be surprised if Hongfire pops the site back by removing the redirect.