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I ran an information site for an Ethereum project[1] and was pleased to see that our first revenue came from visitors' BAT donations. It wasn't a lot of money. But, it was fully automatic and easy to use. Our site earned BAT before we even signed up as a publisher. I signed up to claim the money.

[1] https://predictions.global/

And if you don't sign up, does Brave just keep the money for themselves?

No, it stays in the user's wallet (set aside) until you sign up

Can the user un-set it aside and spend it on something else?

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