I'm afraid this is slightly off-topic: does anyone know what Atlas Obscura has been doing differently for the past few months? They've been around since 2009, a

I'm afraid this is slightly off-topic: does anyone know what Atlas Obscura has been doing differently for the past few months? They've been around since 2009, and were a pretty quiet corner of the internet, but a few months ago they underwent some sort of redesign (logo changed, at least) and now I see their links everywhere (HN, reddit, facebook, reposted on twitter/tumblr.) I'm all in favor of it, as I love the site, but I'm curious if anyone has noticed the same trend and could shed some light on how these things happen.