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And i agree, this is kind of advertising, so there should be an upper limit. There shouldn't be a very high cost for exposure for platforms like steemit. A negative ROI limit would ensure that it doesn't cost too much!

Many voting boys implement that. My bot has a -10% limit on ROI. Some others also have similarly set values. These values are mentioned in the Steembottracker. You can select which bout to use from there!