If this article is a case study, it's only conducting research on the business challenge and ignores the societal impact. Reddit community members are treated a

If this article is a case study, it's only conducting research on the business challenge and ignores the societal impact. Reddit community members are treated as incidental targets for advertisers and the study observes the difficulty in marketing a brand to an environment hostile to brand messaging. The article serves the intended readership well, and I found many of its points interesting, but it feels hollow to not mention that there is more to learn here. I'm left feeling like the take away is that creating a safer environment for advertisers is the same as creating a safer and healthier community but that necessarily excludes a kind of community; one that exists regardless of what Reddit does and one that is largely unserved by the corporate web. Communities that avoid mainstream, are suspicious of money's affect on authenticity. It's unruly, bad behavior too, but there are several ways you can slice that. Shaping it to fit a neutral channel that is friendly to advertisers is only one way.