The CEO of Reddit issued a worrying warning to users, telling them "we know all your dark secrets".
Steve Huffman was speaking at a conference when he was asked how the forum site will monetise its content.
He told a crowd: "We know all of your interests.
"Not only just your interests you are willing to declare publicly on Facebook – we know your dark secrets, we know everything."
A video of him making the remark has already had thousands of views after it was posted on the website.
Concerned Reddit users were quick to question what the site knows about them - and whether or not the executive was joking.
One posted: "What???? What the f*** just happened!
"Why do I feel like there is an evil side to Reddit after watching this dweeb try be scary? Why did he say that?"
It isn't the first comment along the same line, Google CEO Erich Schmidt told CNBC: "If you have something that you don’t want anyone to know, maybe you shouldn’t be doing it in the first place."