I’m pretty sure that it was just a random meme that took off. It was a really, really dumb idea as well. A far better way to protest was to simply allow users to post NSFW content and then mark the sub as such so Reddit couldn’t advertise on it.

The John Oliver thing is about as shortsighted as a protest with a declared end date, no central leadership that can negotiate, and a total lack of solidarity wherein mod teams turn against each other as Reddit whispers promises to some to divide the other.