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It's OK while it is sensible (after all, you will inform your friends you have published a new blog post or whatever) and not some heavy "please upvote" campaign.

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I completely agree with that. But it seems that his "supporters" were invited at waves to give his post a boost.

This, obviously, is out of bounds.

My read was that it's just a conversation about a previous post that made it to the homepage, and not an attempt to game the system.

Seems not (re-read the guidelines).

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