That's what's stupid. Outlier users like this are the least likely to be attracted to standard consumption vectors like ads (IYSWIM), but the avenues of investigation they pursue instead are likely a very good guide to where the median consumer in a given market will move later.
A fanatic motorcyclist (for example) is going to scour all sorts of obscure information sources that non-fanatics will not have the patience or time for. But that pattern of scouring will point towards the factors which do move the mass of consumers some time later. Heavy users of Reader were supplying Google with a lot of high-quality data, and if the product had been given the same attention as something like GMail that information would be worth proportionally more.