BETA is clearly about monetization. The kids today - the next generation of consumers - expect a trendy style that slashdot doesn't exhibit. Dice is clearly interested in attracting a larger "audience" and they can't afford to have these new consumers visit the site, decide that it's not hip enough or it looks "old", and move on never to return. That has to be the thinking behind BETA.
And the reason they want to increase their "audience share" is simple: The more people visit the site the more they can charge for advertising space. It really is that simple. They want to turn slashdot into a profit generator and the community be damned. They will happily throw all of us under the bus if it means they can acquire hordes of retards whose idea of insightful commentary consists of nothing more than "+1", or "Like" or (as we used to loathe in the days of AOHeLl: "Me too!"
Like broadcast television and several other advertising models, they want to turn US into the PRODUCT that they sell to ADVERTISERS.
Greedy sleazebags. I eagerly await Boycott Week from Feb 10th through the 17th. My only use of slashdot that week will be using the name on other sites to see how much the traffic drops off. More widespread dissemination of the BOYCOTT week needs to happen this weekend before it's scheduled to start on Monday. The only way to get through to marketeers and corporatist assholes is to hit 'em where it hurts: in their wallet. A boycott has the potential to show them just how low their "brand" can sink when they piss off their loyal userbase.