I've been in the video side of the business since '03 and I can tell you AVN (magazines) think what they do controls the business. If you're not advertising with AVN, you're nothing in their minds. There are plenty of companies that don't use AVN and are hugely successful (Anabolic, Diabolic, etc.). I guess this holier than thou thing goes for staff too.
Of course it'd be silly for AVN to give badges for free, they'd be actually doing something positive for the business.
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