it's actually serious, one of the guys got published in the Canard Enchaîné and for example revealed some FBI files on US citizens 8 years before the Washington Post did.
It's understandable, and it's something that Reflets.info editors acknoledge: use of memes (lolcats for instance) does not look "pro", and there are opinion and rant posts along with very profound and detailed in-depth investigation articles.