It's a lot of work but for a small fraction of 20m a year you can hire a team who only work on that.
Didn't Digg primarily die from a redesign? Why has the web become so forgiving these days? People don't seem to give a shit anymore. "Oh OK, I'll use the official reddit app filled with ads, OK I will watch your 30 second pre-roll. OK I will give you may data for free". /s