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While it could be reverse psychology to troll HNers to linking their site, it's also bad publicity among hackers, and the argument breaks Occam's razor.

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I believe Hanlon's razor more closely explains this site's actions.

http://en.wikipedia.org/wiki/Hanlons_razor

After some time, no one will remeber and this would have bought them the required buzz.. At the end, any publicity is good publicity.

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