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sounds like they opened the flood gates to get some traffic flowing and give people a real taste of all the quality (stolen) content, then once they got a large number of return visitors, they dump the limit to increase the number of installs. They create returns and the illusion of trust between them and the surfer who by this point knows the quality of the content availible if they just install a simple toolbar (which is adware) But thats just a guess.
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