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How do TechCrunch stories make it to Digg's front page so often? With a little help from its friends, of course. Former TechCrunch writer Duncan Riley, now a foe of editor Michael Arrington, posted a screenshot from his inbox revealing what Riley calls "The TechCrunch Digg Club." It includes four writers from TechCrunch proper; seven from gadgets blog CrunchGear; two from TechCrunchIT, Arrington's incomprehensible enterprise-tech spinoff; plus two or three interns.

Social news purists will no doubt shrilly protest against TechCrunch's marketing scheme, but the rest of us know this kind of "Digg Army" approach to voting up stories on Digg.com is both inevitable, commonplace, and clever enough — until Digg's moderators or its spam-detection algorithms catch up with you. The question isn't whether TechCrunch should do this — it's why your site hasn't, you lazy punters.