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@Xeno:
Even if they make an effort its still all bought effort.
The point of this campaigns is to blend in sponsored stuff with genuine contributions so that they will be passed of as such. People will even go out of their way to create all kinds of periphery discussion about any game just so that it will become more accepted to spam, because people are greedy for the benefits to reap. (no offense Op, mind you, im posting in the topic still)
Its not just unethical; when a competitor starts farming forums everyone will rather join with a similar campaing just to ruin the target-mediums (forums, blogs, youtube, facebook) credibility, over letting the other have it. All there will be left would be the burnt towering ruins of the hysteric spamfest created.
Here's why I don't think that will happen, Ronin: it takes too much effort on the company's part and on the part of the users trying to get referrals.