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Reddit Activity Plummeted After The Protests
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Another factor that they probably didn't consider is that those 10% were, on average, more informed about what was happening and what happened in the past (see spoiler for examples). So for a lot of those people in the 10%, even if they didn't use the 3PAs (I predict that a lot of them were desktop users), it was the straw breaking the camel's back - I bet that some people felt outright disgusted for contributing with the profits of a disgusting company like Reddit Inc.
List of examples:
I haven't used app and accessed via browser. Reason why i left was arrogance of the management and it help me realize that reddit became time-waster for me. Quality of discussion was often poor, softly said.