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There are so many sites nowadays surfers often do not even know whether a site is fresh or not, it is not possible to view and remember them all anyway. They bite to the fresh concepts, but not to the fresh sites - if a site is new but looks like 100000 other sites, it won't sell any better simply because it's new.
Also surfers tend to value brand names more in today's market, probably because of the oversaturation - knowning brand names helps them to make a choice.
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