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Considering that Google that some people think that Google doesn't like anchor text spam (too much of the same achor text in links to the site, a sign of link trading as opposed to natural links), people who make custom return links are pretty much the best friends a link site has. You create variations on words, order of terms, and such that actually can help the link site build a wider and more acceptable combination of terms in the SERPs.
As long as the link goes to the right place, the rest is simple.
Alex
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