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Yes he did and that already works for Steemit as "promoted" posts (or even comments). However it is really not clear how that would apply in the NYT example - or anyone trying to use a pure comment system. Unless advertisers are going to be inserting comments with ad images in them so they appear below a relevant article mixed in with regular comments. But I think as a commenter I would find that annoying and people would be downvoting ads all the time, and an advertiser I'd probably not find that a compelling system to use.

But I suppose someone could use SMT only as an ad content system, not for comments (or independently of comments on the site which would use a different token). So advertisers would buy the NYTAD token and then create adverts which would be placed on pages and then they use NYTAD tokens to promote their ads above their competitors. In that system I don't think there would be voting or author rewards - it doesn't really make sense to me, no one would vote on ads anyway and the economic system of ad/publisher reward makes no sense which leads me to think it isn't a good use of SMT as is. My idea of using BAT makes more sense to me but is more complicated.