It's called a marketing scheme. Something you wouldn't understand. The ads could be heavily discounted, possibly free for the 500,000 car ads. But now 995ad.com is on the radar of over 10,000 dealerships.
And what happens when they're too lazy to take their ads down or wish to continue to list their ads for $10 a month? That's a massive amount of money and a good marketing scheme by management.
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