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The people who make a big deal out of it get more exposure.
I was on there half naked in my bathroom with my head in the toilet, I actually got reprimanded at work for making the club look bad for not being able to hold my liquor (this was back in 2007 when that site was actually more popular and was just in scottsdale) and within a week pretty much everyone had forgotten about it and stopped bringing it up.
Everything they do first goes through their legal team, believe people have tried to sue before but no one has been successful.
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