Paying people to join the platform is such a great guerrilla marketing tactic... the PayPal Mafia even used it to launch themselves back in the day. I guess Steemit could claim some lineage back to those guys too, since their vision was actually to create a totally new currency, though they failed... and just created the biggest internet payment system instead haha.
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Who isn't paying to purchase leads and new users nowadays?
Paying to purchase leads is different to paying people money to create an account with you though.