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If you're trying to sell me XYZ Soda in the store and sitting beside a bottle of Coke, guess which I'm going to pick? But, befriend me via a social media site, put a title to XYZ Soda, I'll probably at the very least give it a shot the next time I'm inside the store. If I want it, maybe I spread the saying to my girlfriends, and they with their friends, and also on and also on. You get the idea.