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I know how social media works. And there's a difference between asking and forcing your fan base to share your stuff for you.
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But OWI were asking, and can't force their fanbase to do anything, as much as any other company can't...
IMO it's a harmless way of promoting themselves. It's fair enough to disagree with it (even though I can't understand why), but how would you ask your fans to help promote yourself if you were in OWI's position?