Clubs do well financially when they go mainstream. It means much more liquor sales. This is a lot like websites who also love it for increased ad sales. The problem is that the masses do eventually tire of the same club. That, or they simply get older and move on to do other things. Because the club is no longer the cool place, there are no/fewer replacements for the existing clientele who are shrinking.<p>The problem with Digg is its a social spot and subject to the same dynamics as clubs. Going mainstream isn't a problem. It's what they do afterward that is. Not to worry, just like in real life, the owners will make bank, leave/sell the old spot to naive buyers who think it'll be a good buy. They will then start something new. This happens all the time with entrepreneurs in similar industries like clubs and restaurants.