I think it was the new design. This design, like oldreddit had, was more from the street, rebellious. I think this design is like New York from the 80s and early 90s, where you could do anything you want: you had fun, you discussed philosophy, you watched old school memes... And now it's like the fanciest place in London nowadays, where you're a pariah if you don't wear your necktie accordingly, no matter if you agree or disagree with somebody.