Agreed. Although millions of links will "chase" the mega-site, those links may not be optimal. This is especially true given the chaotic canonical problems that often exist.
Creative and highly useful content (i.e. highly link-worthy), placed at an unambiguous URL, plus a touch of SM promotion for that content - these are the most effective approaches I see. This requires first getting closer to the market, knowing what information people need to have clarified and so on.