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There is a class people who you can call "would signup if they were sufficiently motivated", those ones are worth catering for.
One way to be motivated is to get interested in, or feel some association with, a site or more likely a particular model. And that takes time, more than two minutes for sure, for some people it might take months.
These are strategies not to be discussed, but to be tested with real traffic. And I presume that is being done.
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