I wonder how much of that traffic is from folks who ditched Digg?
http://blog.reddit.com/2010/07/experts-misunderestimate-our-...
https://www.google.com/adplanner/planning/site_profile?hl=en...
Seems to be right, as it comes from Analytics.
Obligatory disclaimer, not causation, FSM pirates vs global warming correlation silliness.
Still, instructive to see how quickly you can destroy your own brand and boost a competitor.