The first thing to note is that Reddit was not on the main list of the 50 Most Innovative. It was included in list of top 10 for Media, which is where we recognize innovators in a more general way within different industries. The main focus of Reddit's entry, after explaining the site to someone who might never have heard of it before, were the "Ask Me Anything" Q&As. Those interviews were far more social and newsworthy than most Q&As that appeared in msm. Although the series didn't start last year, it began gaining traction and became more newsworthy during 2011. Many innovations are slow to mature, or even fail despite their unique approach. The Reddit entry recognized that those Q&As have come into their own.