Was it ever not like this? We usually prefer the stealth marketing to be software products and startups but it's never been strictly that. I can't remember a time when HN was better (or worse!) than reddit on this front and I've been around both since they were young.

At least according to Paul Graham's old essay about it, it's everywhere: http://www.paulgraham.com/submarine.html

> Please don't post comments saying that HN is turning into Reddit. It's a semi-noob illusion, as old as the hills.