content: "the most lucrative group in the US yet they completely failed to monetize." Honestly, I flat-out refuse to believe this is true. I know they keep saying it, but I think it's gotta be something akin to "Hollywood accounting". There's no way you are one of the top 50 sites in the world, with a primarily text-based site, yet can't figure out how to get revenue from that. Advertisers had to be trying to knock down reddit's doors.  I simply refuse believe anyone can be that good at drawing in a user-base, yet have no clue how to monetize it.