One popular way to build easy incoming links is to have a web designer build you an open source WordPress blog template with your link embedded. You then distribute the template for free to anyone who wants to use it to spruce up their blog.
This led to mortgage companies, credit card companies, and all kinds of other businesses sponsoring WordPress themes in exchange for those easy links. It's gotten a bit out of hand, and Matt had this to say on the subject in his presentation slides:
Don't use sponsored theme - can lose all your trust in different search engines.
from http://www.searchenginenews.com/
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