I dunno. I grew a (small) software-user community once and it was initially done using a single account - my own - in a support forum. Eventually there were a f

I dunno. I grew a (small) software-user community once and it was initially done using a single account - my own - in a support forum. Eventually there were a few more staff accounts - one for each - and some very active forum members. That was ethical by any reasonable definition. I don't intend to mean that what Reddit did is very unethical - or indeed unusual. And if anything it was a good idea and it worked. But what we did strikes me as different from using multiple accounts to impersonate different users and chat with yourself's and your colleagues' multiple personae.