Albummer is already an advertisement. GB gets some free advertisement from 2M2M, and 2M2M gets some free advertisement on GB.
I'm sure this was the whole point of contractors - they come in, do a show, and go, but the advert lives forever. GB gets some exposure through channels it might not normally find an audience, and so do the contractors. I have no doubt that soon there will be referral links to 2M2M (and other contractors) somewhere here on the website.
edit: To be clear, it's not the content that they're trying to advertise, it's the people making it.
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