Basically becoming more advertiser friendly through UI designs, and then they're surprised less people want to use it. Then to remedy this, they'll add more UI tricks to drive more advertisement clicks, and alienate more people, thus creating a feedback loop. This is how digg fell apart, and many other websites. Also how reddit is slowly falling apart. The moment the new redesign becomes mandatory (which advertisers will probably demand and eventually reddit will no longer support the old interface) then reddit is done. IMO it's a matter of time.

But it's funny here to see snapchat just doing a straight up digg.com move, while also having shareholders and being a billion dollar company. The tech 2.0 bubble might pop faster than I expected.