Mmmm.... from a perspective of mile-high journalism, "avatar" is a good shorthand for what Reddit is trying to do. - Snoovatars - Trophy chests - Flair - high scores Without getting into the minutiae of Reddit's bizarre incentivization, "avatar" gets the point across. Oh, honey... /r/lounge runs comps. "Who can get 100k karma in a day." "Who can get 200k comment karma in two days." "Who can get an image to the top of /r/movies by 2pm." Reddit is stupendously easy to game and when you can get $2k worth of traffic for free, people will try. I've been working on an f'ing campaign for Alpine for four weeks now. The broadcast spots have been up for 2 weeks. A semi-talented epidemiologist/marketer could have had Alpine all over Reddit for that entire time without so much as firing up Premiere. And yeah - you have to give that special attention. But everyone is giving it special attention.Another thing that we aren't factoring in is the dedication you have to give to successfully win reddit.