Their brilliant plan is to use bots to increase user interaction. It's easy as shit, all you have to do is ask questions, people love to talk about themselves. Reddit is just market research and not so subtle advertising. It's at the point that the big subs are all controlled by their marketing partners. The big draw is that they can make it look like it's organic content, they can manufacture consensus.

Their new terms of service let them appropriate anything any user submits, they are essentially saying we are making money off users.