association with reputable ideas
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One or two webmasters of snake oil selling web sites have had the gall to Email me and ask for me to link to their web site or even to place an advertisement on this web site. They may use legitimate or logical scientific explanations for how their product works. They may use the names or pictures of famous people to promote their product, although not necessarily with the individual's consent.

The idea is to associate their product with someone or thing that you percieve as being reputable, legitimiate, and honest. By association with good ideas and good people, you may be more inclined to believe their product is also reputable. This idea is used by advertising agencies all the time and so do snake oil sellers.