Shaddows - 9:02 am on Dec 5, 2012 (gmt 0)
Do you think it's just a matter of the person using your content having a better PR overall? Sounds simple but if they are viewed as a more important site, I'm considering whether it's being judged on that basis.
Theres a thread around here that references a test that shows exactly that.
The test was done publically and was written up reasonably well, including establishing some determining factors and limitations.
Here it is