huh. All this time I've been assuming they're incompetent for not being able to monetize the site, without ever considering they might not have any intention to

huh. All this time I've been assuming they're incompetent for not being able to monetize the site, without ever considering they might not have any intention to do so. A good ad strategy wouldn't see the reddit people any richer, but it would increase the risk of reddit implosion and the loss of their jobs. In this light the Reddit Gold strategy is brilliant. Reddit Gold gives them just enough revenue so they aren't a liability for Conde Nast, and Conde Nast can't fire them for not producing real ad revenue without cutting off the Reddit Gold revenue. That, or they really are idiots.