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CarlShulman comments on Shut Up and Divide? - Less Wrong
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Using the word BILLION in all the marketing without good evidence that's what's at stake seems dubious.
Sure, that's advertising though. The vast majority of people on facebook wouldn't be put off by such a title, even after reading the full description and learning that the words "a BILLION" should have actually read "potentially a billion". Regardless, you can replace "BILLION" with any non-specific alternative.
"Convince Craigslist to donate a ton of money to charity!"