Here's how reddit's business model probably works: you have power users which create or submit the content and write the witty comments and then you have the lurkers which just browse. what reddit is trying to monetize is the interaction with the latter user group: comments provide little space to promote ads, so most of them are hidden by default. instead they promote lots of posts with images interspersed with ads. the power users on the other hand use dedicated apps and have a custom interface anyway. they are (so far) not really bothered by the changes and continue to create and submit content.