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I've noticed this in a different context as well. Searching for "Free X" where X is some niche software, a website will list themselves as #1, even though their product is paid, albeit with a 30 days free trial. It's the new generation of SEO hacking.

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I was just looking up docusign competitors and many of the comparison articles are by one of the competitors, Juro, on their own domain, pretending to be impartial. but all the links to the even more enticing competitors for my use case actually go to Juro! I would have signed up too if Juro didn't hide the pricing, so I actually got bounced from the phishing site for that reason, and noticed I was still on Juro's domain.

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