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Contests are an advertising expense. Period. I don't even see how that can be argued. A company can spend $25K on skinning GFY or they can spend $25K on a contest. I'd rather they spend it on a contest as I have a chance of winning something on top of the traffic I send.
The company chooses how to spend their money. There's no rule that says they need to increase payouts. And besides, most, if not all, companies offered tiered payouts based on the amount of joins you send or are willing to raise payouts for those who send more joins.
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