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What I'm trying to say is that they don't even have to touch that entire "community" thing. It's a massive headache and it's better to leave it alone than try to whip it into something monetisable. They can treat it as a loss-leader, extract the data it generates, and spin-off revenue generating assets from it.

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Yes, that is one of the dozen new (almost too obvious) things it seems would be a slam dunk for them.

If people are stealing your content, reformatting it, and just placing ads around it, you sure as heck can do that yourself. Sprinkle some magic app dust around it and -bam- drive buzzfeed out of business, which I think is what we all truly want (except for some clueless VCs who value buzzfeed at billions of dollars [vomit]).

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