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The way I look at it one of two things will happen here.
1. Max releases this video, people download it, play around with, some may do their own mash up of it etc. Many will just take it, watch it and beat off to it. However, the fact that he gave it away for free (if I am understand correctly) and allowing people to do with it as they please builds him good will among some fans, they check out his site and pay for a membership to see what else he has.
2. He releases it, it ends up all over the place, people do what they want with it and it doesn't increase sales at all.
If it is number one, it was an interesting marketing idea that helped get more sales. If it doesn't, he tried something different and it didn't work. No harm in that.
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