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Budding brands and those with gazillions of fans alike have one thing in common - a hunger to give things away.

When you're looking at a report suggesting that the start-up cost of client acquisition through AdWords or traditional marketing is nearly always higher than the initial purchase price of your product, it's extremely tempting to brainstorm your way down to the lowest form of marketing...the give-away. Let me argue that we must not and should not go there.