This Brian Muir ?:
(1997 salon article)
You'd think circle jerking would be the fastest possible way to alienate potential customers, but some circle jerkers claim a method to their madness. One "list player" suggested that surfers exhausted from following false links and wandering in circles will finally give up and agree to become paying customers. "That's what gets them to whip out that credit card," says Brian Muir, Webmaster for Butts-N-Sluts.
http://archive.salon.com/21st/feature/1997...01feature2.html