1. They will launch.
2. They will find out that Ethereum doesn't scale.
3. They will move to an off-chain solution.
On the plus side, the extra demand generated by Reddit will boost Ethereum transaction fees to insane levels which is going to make the Ethereum price go up (because higher fees = more lucrative mining). Then the Ethereum/Reddit insiders who organized this elaborate corporate scam are going to cash out.
I can't believe how quickly people forgot about CryptoKitties. Surely Reddit developers know about Ethereum's limits.
It seems that we have entered into a new economic era. It's called "Let's use cryptocurrency as a way to collaboratively fool our corporate employers for personal profit".
1. Find a big corporation whose managers are naive enough to agree to participate in some hyped up and non-scalable blockchain project.
2. Convince your managers to start such a project and do it in such a way that this project is going to boost demand for cryptocurrency X.
3. Employees buy cryptocurrency X.
4. Project launches, cryptocurrency X struggles to handle the load and as a result, transaction fees skyrocket, sharply driving up the token price.
5. Employees sell their cryptocurrency X at the peak.
6. Users complain about high fees. Employer realizes that this is not going to work and abandons the project.
7. Price crashes back to what it was before. Corporate employees are pleased with their profits. Corporation has no clue that they've just been scammed by their own employees. End users of the service who had to actually pay for the transaction fees paid for most of the cost.
Companies should be launching their own blockchains, not ERC-20 tokens; that only benefits Ethereum.