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Mango,
You've got about as much of a shot at changing the industry's mentality as you do walking on the moon tomorrow.
Anytime there's an industry with such a low threshhold for entry, there are going to be those that flock to it purely because it's something they can do, not something they do well.
Best thing for you to do really is to develop your own systems, your own sources of traffic etc and work for yourself to get a better set of marketing techniques -- don't waste your time worrying about what the rest of them are doing -- you want that newbie surfer who doesn't know it's out there for free, not one that's already been around the block 500 times and knows the ride doesn't cost anything!
So concentrate of finding your target demographic and let everyone else do whatever they are going to do...
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