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He had/has a good source of steady traffic, but the bottom line is that he gives the customers what they want.. Unlike most sites that update once a week or once a month, they update EVERY day with MULTIPLE sets of content.
And if you haven't seen the inside of their site, go ahead and compare that with the competition. They've geared it towards making it easy for the customer to get to what they want.
Pretty basic stuff that few can grasp.
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