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I think the bigger goal is that they have a legitimate-looking page with a fan base. How would you like to run, say, the Wheaties facebook page with a half-dozen "fans?" It's embarrassing from a PR perspective, better not to have a page at all than to have a page with a paltry number of fans. Plus, people are herd animals, so if they look at a page that has 100,000 likes, they are not only more likely to think the product is good, they are more likely to click "like" themselves as well.
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