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A technique used by webmasters (often of adult sites) to advertise bring new visitors to their site via planting a "Who is this hot chick?" or "Where is this photo from?" post (accompanied by a picture) on web message boards. The goal is to elicit the answer that directs new users to their pay site in a way that doesn't violate most forums' rule of 'No advertising'. Often, if the poster is unsuccessful in finding someone to post the correct link, they will either post a response with the correct link saying they somehow found it, or create another poster account to do so.
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