When search engine robots crawl the web, one thing that increases a sites ranking is how many other sites have linke to that site. If there are a lot of links, the site must be "important" and so it gets a higher ranking.
The people who sell these increased ranking services were using scripts to randomly create userids with links to their customer's sites. This was likely made easier due to the fairly popular, open source discussion board software that was being used for the Chinchillalife discussion board.
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