I'm afraid that in the related field of viral advertising, your
fears have already been made real. There are viral campaigns where
the posters are supposed to establish themselves in the community
before moving on to the marketing. I'm getting this from the video
game community and since I'm not active on the major video game
boards, I'm getting it second hand (from Penny Arcade) But it
matches well with the amount of effort spend on other viral
marketing systems (I love Bees springs to mind as a massive viral
project to advertise a video game. I happen to like the I love Bees
alternate reality approach much better than the astroturf
approach.)
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