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It's easier. They developed better apps and ux. It became centralized and instead of 20 forums you have a few apps. BBCode was a pain in the ass.
Funnily enough reddit apps were historically shit. The brilliant thing they did is their open API, allowing anyone to develop frontends for reddit. The same API which they killed and forced the first mass migration to lemmy.
Yeah but in the grand scheme of things the Reddit app is good enough for most. Decentralizing content is a good idea but in practice it cause issues for most users. Niche topics have almost zero chance in this environment. The big news subs dominate and duplicate posts from other instances and topics gets quadruple posted. I also don't like the ideas of tankie and fascists having their own personal feeds to grow. I also really dislike the idea of everyone posting their furry habits on servers. To each their own but it's a privacy nightmare, but most seem okay with the zero accountability of the instances. Lemmy.world is the only one I know of paying attention to that at all.
Anyway this turned into bitching about Lemmy which wasn't my intent. I just wish there was a better in-between.
It's exactly what Twitter did too. Start off all open and friendly, here is our simple API, have fun, and people did. Then one day Twitter decided the API was too open and started to restrict it, limit tokens and users, charge out the ass. (And that was all long before Muskrat took over.)
In fact that's true for a lot of tech companies.
One of the things that gives me hope for Lemmy is the speed at which it got great apps using that open API.