Power users is how any and all social media started. The power users make something cool, which gains momentum and draws in others.
Corporate social media has shown across the board that they are user-hostile, hence exoduses from Facebook and Twitter. (And would have happened to YouTube too if their was a viable place to go to - but I guess video hosting is a more costly challenge.)
Do you know who the primary contributors of Reddit were in terms of community member?
I.e. how much do the masses contribute to Reddit, or is it mostly power users?