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Actually this is what I bet:
It MIGHT convert for SOMETHING, but they don't know what - so they'll give/sell spots until someone starts continuing to buy spots, meaning it's converting for what they're selling - then they'll stop selling spots and will instead simply sell whatever that person is selling.
In other words, it hasn't been converting for what they've tried so far, but they're hoping smoeone will find a solution for them so they can then steal that just like they steal their content.
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