I think the readers also need to "read between the lines" of posts. It would also be nice if users can flag up blatant self promotion that may not otherwise be picked up by say a new member who is trying to figure out who is who (like me at the time of writing).
Perhaps users flagging posts within the thread will be sufficient to dent the reputation of the poster? I think over moderation (unless required) can be a bad thing too, so giving users the control maybe the way to go.
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