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From what I can see monitoring stats over sites with and without, it's just something that helps sales. What you get online is rarely true HD anyway (people take it and compress it down and don't use the full size) but it still often looks nicer than the stuff shot standard. If you keep the original DV you can always post up the higher quality version of the file that is for real HD when that becomes a viable option too (kinda what Mike said about better shelf life).
At the end of the day if it helps sales it's the way to go and every indication I have is that it does. Forget the arguments about whether it's worth it or not. Webmasters know far more about the minutia than their surfers do and they can think themselves out of a profitable choice because of it sometimes.
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Retired Pornosticator
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