>>robbie+(OP)
The reality is that Apollo doesn't serve intrusive ads, and thus, every user using Apollo instead of their own first party apps is lost revenue. Unfortunately, reddit is in that late stage monetization step where they need to prove they are capable of big revenue to justify a high IPO share price.
One can only hope there'll be a watershed moment like the one that killed Digg. So far, reddit has been very careful raising the temperature so as to not scare the frog before it's dead.