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" We don’t need to talk about specific links or anything here, just a general notion of approaches in what you do. You know I just want to mention something in passing and it is something that came up and has come up a number of times actually when we talked with business owners and merchants who haven’t gone too far down the line with your affiliate program or haven’t quite set one up and it is this whole idea of cannibalism in the sense if they are affiliates, if an affiliate program is started and let us say it is a good affiliate program that attracts some hot shot affiliate marketers.

They do what they are supposed to do which is develop content, develop compelling sites, use key word research all the things that we have been talking about here and they find themselves let us the affiliates take up five of the top 10 positions and these affiliate sites might be so good that the manufacturer, the business owner themselves find themselves out of the top 10 and that was a very interesting point in the sense that the affiliates were according to a couple of folks cannibalizing the sales that the merchant formally had through a direct listing and my counter to that is that essentially just what you have said talking about competitors is that those affiliates are displacing the true competitors and any sites that come through the affiliates do benefit the merchant. "