This is negative news and media is biased toward negative stuff. Moreover, it is a mention of a few well known companies and sites. I hypothesize that the play

This is negative news and media is biased toward negative stuff. Moreover, it is a mention of a few well known companies and sites. I hypothesize that the players are merely changing and that their strategy of getting large userbase fail because the quality of content is falling, rather than rising, thus decreasing the traffic quality. This is also in conjuncture with the hypothesis that specialized interests tend to convert better than general social interests because specialized interests tend to have product related items they like to buy.