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The fact that eBay (EBAY) is PayPal's largest merchant isn't exactly surprising. The auction market is huge, and it's also the online payment company's parent. Yet, the word out of the 2010 Media Summit in New York last week is that Zynga, the social media games company, is the second largest merchant for the payment environment. Social games are growing rapidly, bolstered in large part by the rise of Facebook, which now boasts around 400 million users.As social media companies realize they need to move to the next level -- from adoption to revenue -- the virtual goods market has emerged as a substantial revenue stream, and Zynga's environment appears to have been designed to capitalize on it. According to an estimate by Citigroup (C) analyst Mark Mahaney, PayPal took care o$500 million in virtual goods payments last year.
It was only a matter of time. This week, 
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