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Vivid is one of the "old style" porn companies, they deperately tried to get positioned in the internet. Their movies cost them heaps of money, but DVD sales are on the way down for many years...and they have to watch other companies flourish on the internet while they struggle to adapt to the changes.
Since they have a famous brand and loads of offline advertising, their position would be much stronger if surfers couldn't find porn via search engines easily.
This jump on the censorship train looks like a really desperate attempt to protect an outdated business model.
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