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Rising server costs and surging traffic have led the reddit team to resurrect an existing, but long-neglected premium feature of the link-sharing site called reddit gold. “We have a choice to make,” reddit CEO Yishan Wong in a blog post. “We can start running a bunch more ads, or we can give you, the community, more reasons to support the site with your own money through reddit gold.” In other words, reddit is trying to monetize, and it’s trying not to screw it up.

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