When it makes you money.

I ran into this situation a few months back - I told people about their content being inside the membership area of a site and the answer was...

"Well they lease a feed from us so I guess they use it to promote that" WITHOUT looking at the site in question - and if they did, would have found their content within the members galleries AND NOT promoting the feeds.

EXCLUSIVE CONTENT BTW

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Another answer I got was "Well I know they paid for a few sets of ___'s content" so it "should" all be good.