I met Reddit cofounder Alexis Ohanian at a book signing recently. Alexis mentioned that Digg was all the rage in the press when Reddit was on the rise. I understand you saying that this company has a small audience, bad timing, and an insufficient hook. However, it seems that experts often make the same mistake over and over again. As Nassim Taleb would say, tech journalists appear to be Fooled by Randomness. They latch on to the Snapchats of the world and refuse to explore the hidden gems because they don't fit into the trendy, flashy mold.