See Groupon for how the market treats these kind of tricks: http://blogs.wsj.com/deals/2011/09/23/groupon-ipo-revenue-corrected-for-error/ http://blogs.wsj.com

See Groupon for how the market treats these kind of tricks: http://blogs.wsj.com/deals/2011/09/23/groupon-ipo-revenue-corrected-for-error/ http://blogs.wsj.com/deals/2011/09/23/groupon-ipo-revenue-co... It's also why Google separates "Traffic Acquisition Costs" in their reporting.