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Well, I think it goes like this...
Norm doesn't make enough money because people with celebrity sites are unfair competition. He has to spend $25,000 for every image, $7,500 for a hammer, and I think $65,000 for a toilet seat. He shops at the pentagon. So since it's unfair, Norm wants the justice system to shut his competition down and award him lots of money to compensate for things. If you want lots of money, you target companies with lots of money that enable this unfairness to be profitable. The billing companies make a good target.
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