> That's catchy but isn't that what a large handful of pg's startups are doing?

Yes, and I cringe every time I see the next startup come in trying to do just that. The reality is the people putting money behind this whole movement don't see it as you and I may see it. So as long as people are making money and they continue to prey on people's cognitive biases then we will continue to see this happen.

A comparable social site, reddit, didn't draw attention from the wrong kind of user by changing their site. They drew attention from the wrong kind of user because their biggest competitor changed their site (Digg).