What is 9GAG doing that other blogging companies like Cheezburger (failblog, knowyourmeme, etc.) aren't already? The site doesn't seem like anything more than

What is 9GAG doing that other blogging companies like Cheezburger (failblog, knowyourmeme, etc.) aren't already? The site doesn't seem like anything more than a wordpress template. What value do they add to the reddit content that people are posting on there?