Of course it is and it's not just reddit but literally any piece of software nowadays. It's not just about the way interface is designed but how overall application looks like and with what features keeping you in it comes.

Our local Amazon equivalent here got recently a partial mobile app redesign. Application went by gamification path and it got: "challenges", worthless coupons, affiliated links program to pester your friends with. Plus, independent "notifications" in form of a banner for those stubborn users who refused to agree for "personalization". And there's also information about how much you "saved" subscribing to extra delivery service without which it's impossible to get your package on time.

All of this pointless shit but for more than 20 - twenty years no user is able to change their account handle.