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This may or may not be working depending on whether he knows what he's doing or not. From the sound of it - he knows. Though I do not understand why he does this instead of spamming his own sites. May be his database is not too good.
I remember once someone spammed one of my sites with xrumer in similar way. I'm not sure why and who did this, I did not order it and it did not look like an attack either - was smooth with no abuses coming my way, may be was just someones mistake. But that site started to get traffic from google after that. I never advertized that site in any other way. I can't say the traffic is big, but it's like 200 hits every day for 4 or 5 years already...
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