I find some of the stuff in the video very interesting, specifically the homeless man's testimony. If I were an enterprising marketing person I would probably have lead the man being interviewed to be more positive about the website and what it was doing for him. In his reasoning for allowing the website to utilize him as a marketing tool he basically said "My friends out here die all the time, so its better than dying." I don't think this sends a positive message about the website at all, it could be that CNN specifically chose that clip from a larger amount of interview footage to highlight some specific, but I have no idea what that would be. I'd think the marketing people would want to highlight the morally right aspects of helping out someone less fortunate rather than "it's better than death".
The website has steered away from their original goal of making money, and have moved to a non-profit stance (most likely to avoid the exploitation backlash). This website however has gained an incredible amount of visibility and as marketing professionals this will give the founders a calling card they can use to build a new business.
www.pimpthisbum.com seems to link to a page on the two founders advertizing website http://www.ascendgence.com which makes sense to drive curious visitors towards their money making business without seeming to directly link the two too heavily.
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