It does NOT cost you anything. Simply you want to keep you power for yourself or for some people you constantly follow instead of upvote an interesting post by a random person. There is nothing "wrong" in this. It just kills the Steemit principles considering that the focus moves on the people (I upvote xyz because I know his post will be popular, not because I find it interesting) rather than on contents.
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Ah ok i see. Thats really good to know thank you(: