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I'm guessing he wasn't counting a page impression as a customer. The actual number of customers of Scribd, Justin.tv, and last.fm is quite a bit less than the number of customers of McDonalds. It may be just a handful, if they contract out to an ad provider and then get all their revenue through that.

Of course, this is a meaningless comparison, because the number of people that Scribd or Justin.TV reach on a daily basis is more closely correlated to the number of users they have than the number of customers.

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