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I think comic sums it up :) http://thewireless.co.nz/articles/the-pencilsword-on-a-plate

The stories in API are unpaid. But API are looking for people to do stories on all the time. Why would you pay for an ad, when you can get API to publish a story on you for free.... and they'll always put a positive spin on it, because they love stories that show people achieve $xxx in...

It was blindingly obvious to me.... surprised this point wasn't mentioned earlier. Anyway, its simple business promotion 101. If you can splash your face around at zero cost in a positive light, why wouldn't you, especially when its done under the guise of "look at what ordinary people are...