Because this article is about content distribution, not content creation?

Not their video content, I don't think. My main exposure to BuzzFeed is their various YouTube channels. Their video "personalities" have pretty big followings.

This meme needs to die. Buzzfeed does aggregate some social media phenomena, but curating that content is still valuable. But on top of that, it does a ton of novel media work. It has great podcasts and serious reporting now. It launched "the dress" phenomenon, which sat on reddit's front page for a long time too. Its video production are largely original, and includes way more race/gender/sexuality diversity than any most productions.