I absolutely do not understand why they didn't pick a new name and separate the brands entirely.

It's like if the maker of Lucky Charms started selling Lucky Charms Kale, which was actually just plain kale. Why reuse the name from an entirely different product?

I understand that serif fonts are a long-time darling of the newspaper industry, but it's a bit jarring (if not curious) to see the word "BuzzFeed" with a serifed typeface.

As least now they acknowledge that BuzzFeed.com is free of journalism.