Correct. They are naive, in that they don't have the knowlege to best optimize their sites to get the best traffic possible.
They are however, smart enough to realise that there is a way to get some very very good search engine traffic at reasonable prices. Doing things through us... and we're not just an optimizatin company per se... the CPA for your sites through us are lower than what you would pay to an affiliate. So if you can get sales to your site at a lower cost than it would through your affiliate program then why doesn't it make good sense?
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