In case you missed it, he's been doing this for the last week or so. Clearly just trying to get google-juice. Or perhaps hoping people will follow back to his own LJ page.
Given that his own LJ page consists of bragging about how many hits he's got from how many countries, probably the latter. But whether it's for the bragging rights or to show potential advertisers how many eyeballs he can offer, I think James would be justified in reporting him as a spammer.
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... smells pretty spammy to me :)