I would've called that link-bait but after reading his post I don't think he is smart enough to know what it is.
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I am also hearing that he didn’t make the moeny on check using PPC (driving traffic to his websites by PPC). This is the first thing which sounds very fishy to me.
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Why does that sound "fishy"? He had a ton of natural traffic. Also, it's never really been a secret to a few of the ringtone sites he owns. It doesn't take much digging to figure it out.