Background
Alexa.com is a service from Amazon that aims to collect information about websites, and one of the things they do is rank websites based on traffic. For example, they maintain a Global Top 500 Websites list as well as tracking the numerical ranking of individual websites.
The Rub
Unfortunately, the way they do these rankings isn't terribly scientific. Alexa provides a toolbar plugin for web browsers...once installed, it tracks the websites you visit and reports that information back to Alexa.
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