While I believe this marks the beginning of the end of programs buying them from other programs, people will continue to cross-sell their own products/similar products. I.E. you have a dating site you can easily cross-sell it with any adult site or a similar product:
I.E. cross-sell the surfer a DVD or some other type of hard-good you can deliver to them, hard to chargeback a signed UPS slip of goods received.
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