I'm not sure what they expect...we've all seen it happen with social-media, it starts out all open and free, and then investors get involved and soon enough people have already moved on to the next open and free alternative. 4chan is the only exception to this rule. But if 4chan somehow got transformed into a for-profit service, then things have already gotten very bad.
I don't see any of the moves Reddit is making as unsustainable, they just have a lock on their niche. Sure Apollo could clone Reddit, but why continue to use their app that that point when it would be better to switch to the official app which will see maybe 100x+ more usage?
They have an outsized influence as content sharers/creators rather than consumer, so annoying them is worse for reddit than it might appear.