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LB, honesty is the biggest part of loyalty. If you really thought he would flop with this paysite then telling him, even a little bluntly, wouldn't be a sin.
Loyalty is everything to me and that means being honest with people even if its not always what they want to hear. My friends know if they come to me for advice they won't get things candycoated to make them feel better.
If he listens to your advice, great, if he doesn't, well you can lend him the money if it doesn't hurt you too bad financially...that's probably what I would do as there's only 2 people in the adult biz that has my 100% loyalty and I would bend over backwards for them if they needed or wanted my help...even if it wasn't a wise financial decision.
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