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I run a site that's predominately about the Yu-Gi-Oh! TCG, so I have downloads of already freely distributed software related to playing the game online and managing deck lists, keeping track of official rulings, etc. In addition, if there's content I can't host on my server, I can make it available to my users as a link to the site where it can legally be downloaded.
It's not a matter of doing what others are already doing, it's making things your users are already interested in readily available.
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Dude, this is the most popular Mod for 3.8 by a longshot.. It seemed to come out of nowhere..and grew like a wild fire.
Whether their being hush-hush about it...or whatever... Their obviously using it for 'other' things then "Yu-Gi-Oh" .