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Yet only once in the body (well, the info paragraph at the bottom). All other references are actually part of the page itself. Futhermore, the info paragraph is probably boilerplate, dropping the times he "mentioned" his blog title down to zero. I wouldnt say that was the pot calling the kettle black in any way, shape, or form.

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I would. Joel is doing exactly what Sun is doing...saturating your mind with key words/phrases. It's Branding/Marketing.

Yep. Except the saturation has context. It isn't blatantly uninformative.

I found it particularly amusing that after seeing "Joel on Software" in the title here on news.yc, "joelonsoftware.com" after the title, and "Joel on Software" twice on the page before the article, the first words after the article itself were "You’re reading Joel on Software". I had to scan the entire page to see if he's spoofing Sun's behavior.

Very clever spoof of Joel on Software. You've captured his unintentional irony perfectly. Now that I've seen "Joel on Software" 7 times in this thread, I can't help but think "Joel on Software" when I see "Joel," "on," or "Software."

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