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I would say it plays a part. If a site looks shity, might not instil much confidence in the surfer. Meaning that if it looks shady, it might be shady kind of mentality.
If a site is put together so it looks good and functions properly, it will do better.
When it comes down to it really though, ugly nasty broads don't pull in the money that good looking girls do. So content rules all.
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