News that outdoor goods retailer REI would close its doors on Black Friday in an effort to allow workers to “go outside and play instead” has generally been well-received. If it was a mere marketing stroke, people said, it was a masterful one. But REI lost its footing when it tried to spread the message to the social network Reddit. CEO Jerry Strizke hosted a Reddit “AMA,” short for “ask me anything,” on Tuesday night. Strizke clearly went in with the intent of promoting REI’s decision to close its doors on Black Friday.