They might be onto something. I guess many users consider Reddit a trustworthy and ethical company.

Such a move only strengthens this image. This in turn makes their users very faithful (as long as they manage to live up their image) If they manage to (directly or indirectly) sell a no-bullshit product/service that appeals to their users then they are going to be a very successful company. (What's more, trust is a "resource" potential competitors can not easily imitate)

Sure, they haven't really found anything yet but building up trust will capitalize if the right product/service is found.

If there really exists is no such product then our whole society would have quite some serious flaws ...