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I guess that it also depends on how you're promoting them. Some people will have those little movie windows on their pages with nothing else, so people click on them see a download prompt and cancel it.
I always put up a message with it that says "PICS AND MOVIDES, DOWNLOAD NOW", so people realize that once they click, it's gonna be a download. It's been working fine for me so far.
Maybe you are doing it that way, I just thought that I'd toss in my 2 cents.
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