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RE: The Rise of the Copy Pasta: Read First, Vote After
I think it's mostly about being honest with the content and the rewards will be given appropriately - if you want to share content, posting the link with your opinions and response counts as OC which people will likely upvote (if it's good) and posting the link with "thought you'd all be interested" counts as sharing the content for comment and discussion, which is where the upvotes and stuff will end up.