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It looks like he designed that toy site for a client as part of the package - he advertises he does SEO,advertising etc and I noticed he has a box on his home page about how he just finished that site for them - the toy site is brand new (april or so)
Might have to look into hiring him for some SEO work since he does have some really good info on Google Adwords - oh wait - thats the same pdf thats on 12 other sites just with his stationary header on it
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