The site owner owns put options on IMergent Inc., the publicly-traded company behind StoresOnline. A decline in that stock price could benefit the site owner.

From StoresOnlineExposed

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StoresOnlineExposed is a clearinghouse for the negative press about IMergent and StoresOnline. It is the belief of the site owner that very few StoresOnline customers ever make enough money on their site to recoup their investment. The goal of the site is to help customers who want refunds to get them.

You can contact the site owner at tac at smokescreen dot org, or via the contact form on this site.

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