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Pat - first off - you get name recognition - they always have the domain name as an overlay on the video file, second - and you'd be surprised how easy this is, they can insert links, etc (we wont go into everything you can do LOL) into the movies themselves making conversions much better - and they dont have to pay a middleman(affiliates).
And yes they do pose as surfers - although there are posting bots that can do that very easily these days
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