Yeah. You could see they were coordinating with the agents of celebrities. The celebs found it more interesting than the generic interviews they did with other media outlets. Upvoting and downvoting meant the best questions bubbled up to the top, although sometimes they were things the celebs didn't want to talk about. But, with a good PR person in the room they did fine with it.
There's a niche there, but it isn't going to be a humongous one that will make Reddit a trillion dollar business.