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One of my favourite things about the rick roll is how much Rick Astley embraces it, rather than being salty that his song got memed. He seems like a great guy.
He did an AMA on Reddit, and someone successfully rick rolled him. It was glorious, and he took it in stride.
I'd imagine monetization of the video with tens of millions of views doesn't hurt.
Why wouldn't he embrace it? It put him back into the spotlight after 20 years!
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