I could never properly use Reddit. I've already too many online places demanding presence - and I don't use social media - and not that much time.
But, then again, I've been needing an excuse to dig deeper into Reddit, for all the good stuff one can find there - once you filter through the bad and the very bad stuff, that is. I'll give it a try!
I can see the appeal in the sense that it's a channel in an already well-established platform, hence a greater pool of potential new customers to contact. Still, you are right in having mixed feelings, it's dangerous to spread too thin and not properly advance any one platform.