Mo wants to avoid this per his tweet the other day. Why? Because back in 2010, there was a paid promo on EQLB and it really did nothing for the PPS and after the promo the PPS continued to drop/plummet. EQLB could have lost $$ in the promo, but I honestly can't confirm either way.
I believe that this is the reason why Mo keeps stating that this time they learned from their mistakes in the past and will not make those same mistakes again. JMO.