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How does it screw anyone over? It's an effective way of gaining more fans and it does the job. We have to wait a bit? Boo hoo.
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Because I, as someone who has already liked, followed and whatevered the shit out of all their social media pages, can't do anything to make that little bar fill up quicker. Well, I could whore myself out on Twitter and tell everyone to like a page so I can see stuff faster, but I don't do stuff like that on principle.
Also it's just a fundamental misunderstanding of social media. You GET followers because you put out cool stuff people want to see more off. You don't ask people to follow you FIRST based on the promise that you will put out the cool stuff LATER. It's just... ugh.
I get that it's a tactic but it's a stupid one. If you want to go down that path just say "if you want to stay up to date, follow us on bla bla bla". Don't attach a progress bar and some arbitrary number to it.