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Why do people do this on HN? Karma grinding or just promoting their xyz.net domain?

PS I found this submission while researching whether there is any discussion on HN about this uber&yandex cooperation.

I assume the goal is to get to the front page which brings a lot of traffic (tens of thousands of visits in 2014: https://news.ycombinator.com/item?id=8107658)

P.S. The main discussion about Yandex is here: https://news.ycombinator.com/item?id=14760423