Could be a cheap and valuable marketing tool for sole traders and businesses IF and thats a BIG IF they dont let it get in the way of the normal every day users. Increasing their revenue can be done with out many people moaning if they are at the same time allowing people to generate revenue around them , however that will then mean increased spam and fraudulent activity so like i said, providing it doesnt get in the way of every day users it could be good.
More con's than pro's or at least alot of work on their behalf i would imagine.
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