I'd like to lay this whole thing out using the dating analogy.
Here is the cast of players:
Alice -- a nice blue-eyed blonde
Bob -- a nice single guy
Eve -- brown-eyed brunette
BitDateDAC -- a dating service DAC that has an affiliate license with MyMindshare
BitDate.com -- a dating web site powered by MyMindshare
Bob is free on Saturday night so he has decided to try the new dating site called BitDate.com to get a date with a nice blue-eyed blonde. He registers and deposits $10 in his account. A 10% commission is transferred to the BitDateDAC account, leaving Bob with $9 to fund his message. Bob writes his message asking for a date on Saturday night that includes a link to his Facebook page. He attaches $1 to his message targeting blue-eyed blondes. He is betting that at least one of the nine recipients of his message will go out with him. If he wins the bet, he will continue to use BitDate.com; if he loses, he won't.
Eve thinks the whole BitDate thing is stupid and she wants to either scam it or short it, preferably both. To scam it, she needs to create an account and indicate in the profile that she is blue-eyed and blonde to receive Bob's $1 message. But in order to create an account, she has to purchase a share in BitDateDAC, which cancels out her short position and she loses $1 in transaction fees. It's not worthwhile to scam BitDate.com, but she might make some money shorting BitDateDAC.
Alice likes the BitDate concept, so she was happy to register and purchase a share in the enterprise. She knows that it only works when people are honest, so she is honest in her profile and she receives Bob's $1 message. Alice also tells her blue-eyed blonde friends about BitDate, and they alse get Bob's $1 message. One of them agrees to go out with Bob on Saturday night, so Bob wins his bet and he plans on telling his friends about BitDate.
Eve's short position was countered by Alice's long position, and it turns out that Alice's position was the most profitable. But Eve is watching and waiting for the BitDate hype to blow up. Meanwhile, she is free next Saturday night, so she might give this BitDate thing a try.