Technically inclined customers are inevitably the ones who sell NewEgg to non-technical users because non-technical users will look to ghe technically inclined for advice when they are out of their depth.

We love the site for it's accurate and in-depth user reviews. We love them for fighting patent trolls and standing up for the little guy trying to build a product. The little guy that many of us aspire to be one day.

Being slightly neurotic and overly-excitable about the technical things we like, we can't help ourselves but to share that info with anybody/everybody within earshot.

Traditional marketing has a deterministic half life dependent on the length of people's attention span; which is growing shorter with every tweet, instagram photo, FB post, etc. That's why it's so damn profitable. The more marketing materials sold, the more marketing materials will be needed to remain competitive.

NewEgg is the 'real deal'. They stand up for the tech community against greedy abusers of legal policy. Whatever goodwill and success they receive as a result of it, they've earned.

Newegg's suing back is a genius move. It basically sends the message that if you're going to make a frivolous claim and decide to abandon it, we'll file suit and stop you from making further claims (hopefully setting a case law precedent), and we won't even ask for our time/money back.