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Its just a cheaper way to advertise I think. I mean, giving away a $200some jacket for all those shares and outreach is a lot cheaper and more effective than typical Facebook advertising. And they probably PM the winners.
its fucking genius as far as marketing goes. they are getting sooo many hits for the price of one item at cost. but i have started to feel dirty about the whole thing as well, my instagram looked like a biillboard until i went back and deleted all the old ones.