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I've never been really excited about the profitability of "material fullfillment" (where surfers buy something physical that has to be shipped to them) in general.
Inch for inch of advertising space, I've always made more selling memberships, even on domains with dedicated or somewhat dedicated themes, for instance, sex toy domains.
Material fulfillment is a specialized craft. I had gathered you were going to try to push material fulfillment off your flagship site- I was pretty doubtful that you would end up keeping that model.
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