Cool. This isn't reddit. Moreover, I seriously doubt the family themselves are doing anything on reddit. Steve Irwin had an extremely popular show and made an impact on a lot of people. Chances are its just those people sharing love about someone who is gone.
The family isn't doingut, they pay people to do pr for them. If people online want to post ads to communities, just label them.
Reddit or soon to be a ActivityPub instance.