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The old viral marketing concept. Write an ebook and try to get people to email it to other people.
I've heard of other people suggesting they were going to try similar ideas in the years past, but I can't say I ever saw such an idea brought to fruition.
Most such things are done in a simpler format than pdf, but pdf would let you give it a fancy look, and it self-selects for a somewhat higher class of surfer.
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