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If you no follow the link you should be fine. Googles looks at too  many internal follow links on a page as an overoptimization (manipulation) attempt.

So you know you do have to tell him to turn on the content  delivery network with zippy kid and if your site is not performing let them know they will tweak it

Well, UK2.net does have a LOT of links, so there is that.... Also, if the competition is doing well without much content I would think that having as much relevant content as possible (which would presumably be more than the competition) would give your friend a leg up, right?  I mean the competition is doing well without it because it appears no one in that particular industry really uses much content and if no one is using it than its worth is moot.  I would tell your friend to use as much RELEVANT content as possible - I would certainly tell him to utilize schema.org formatting everywhere possible and start a good, on-going link building campaign.

I think JWPlayer can help you just have to configure it correctly for mobile/desktop versions