“One reason Upworthy limits the content it unleashes is that they’re [sic] focused on traffic from Facebook, and Facebook limits the amount of content a publisher can profitably post. Outlets on Facebook get punished if they’re posting too much content to the site. So a Facebook-focused publisher like Upworthy has far sharper diminishing marginal returns than a traditional publisher who’s extremely interested in, say, repeat viewers of their homepage. (This is one way in which Facebook’s (evolving) rules might effect how outlets publish in the future.)”
—Ezra
