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The others play games. SEO, keywords and tracking, as well as blatantly buying key real estate are some of the game pieces the well funded use to win.
But the users, who are very aware they are being manipulated, and the average joe content providers (a double hit for the users) are the big losers.

Because the donutag system is set up to treat content equally, users can make apples-to-apples comparisons, and providers can enter content without being intimidated by better funded operations. What's lost in clout is made up handsomely in traffic.

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