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I see nothing contradictory between his statements, when read within the context that they were posted. Obviously once taken out of context (like you've done) they are not as clear as they could be, but that's hardly Valg's fault.
What he's saying is that, while mud reviews can act as a form of advertising (and thus be of use to muds), their content cannot be controlled, and so the results may be positive or negative. This is obviously very different from official promotional material like the banners and full adverts posted by the mud adminstration.
He is also correct is pointing out that the way you choose to promote your mud is everyone else's business when it impacts on their own promotion (for example, if a mud were to start posting an advert on the promotions thread once per hour it would spam off a lot of other peoples posts).
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