BitTorrent as a business model?

Again from the WSJ, the story of an entrepreneurial author using bitTorrent to maximise exposure:

The milestone was getting over 500,000 global downloads (http://www.clearbits.net/torrents/1684-captive—bittorrent-edition).  400,000 occurred during the initial two-week promotion period with BitTorrent but the downloads continue even though the promotion is no longer active. We also use other social media such as Twitter, Facebook and Google+.

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