Taking the fight to Reddit... FOR MONEY.
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That's pretty much US politics summed up, isn't it? Ignore what they people say and throw money into it to get what you want.
Yep, it's the same formula for commercials and fliers you see. Just on Reddit, they have to prep to fight back because people can actively voice their opinions where billboards/fliers/commercials, they don't have to deal with that.