I've said myself that reddit's biggest assets were it's passionate userbase and it's trove of commentary. But I remember reading a comment, years ago now, that reddit's biggest asset was it's profile data. They know what communities you visited, and which you were most passionate about. They know what specific topics and keywords got you involved in a conversation. They know the content that you upvote and that you downvote. They know roughly where you live, what times you're online. They probably have a decent idea of your job and how much you earn. They data is worth something to data brokers, and it wouldn't surprise me if they start selling it after the IPO.