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SirMoby, for me it is a question of perceived honesty. If a sponsor can't count clicks (which is a pretty simple process, when you think about it) then how can I be sure they are going to do a good job counting the money?
As an example, one sponsor (well known sites) was counting less than 10% of the traffic I was sending them. I have no idea how they are counting clicks, but I know how many banner clicks I was getting to them (over a 10 day sample period) and I know how many clicks they reported in the same period. They lost my faith in their ability to count, so I am NOT intersted in sending them any more traffic.
Alex
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