Watch out, Reddit.

This week, Facebook rolled out a new threaded comment feature, allowing users respond to specific comment in a conversation thread, rather than replying broadly to the whole chain. It's a functionality the company's been testing for a while and a natural extension of any comment system, but in this case, Facebook appears to be on a mission.

Armed now with the ability to carry on cleaner, more direct conversations, Facebook appears to be experimenting with its own Q&A style service — much like Reddit's popular "Ask Me Anything" section, which has becoming as ubiquitous on press tours as a stop on Letterman's couch. And the site is courting some notable names to help (threaded comments have automatically been turned on for profiles the feature will be automatically turned on for profiles with more than 10,000 followers). It's a definite departure for Facebook which — unlike Twitter and Reddit — has prioritized partnerships with brands over celebrities.

Yesterday Facebook put the threaded comments to use, as ABC News' Diane Sawyer invited questions from users. As you can see, it looks a lot like your standard AMA, minus the up and downvoting.