Buried halfway down a new column by media critic Michael Wolff is a revelation: Ben Smith, editor in chief of BuzzFeed, doesn’t think the viral content juggernaut will be around in three years.

“Ben Smith, [BuzzFeed’s] top editor, told me recently he didn’t expect BuzzFeed to be around in three years, not under its present owners nor in its present form,” wrote Wolff in a Sunday USA Today column.