A "Digg" is when you have a very successful business in place & you make significant changes stripping away what made it unique to then make it into one of the biggest startups & failures all in one.
Digg.com was an innovative website in it's time but then pulled a "Digg" when they did a complete make over of an already established website to then go from one of the biggest social news media sites to the biggest failure news media site.
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