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Ages ago, I convinced a Sponsor program to use AVS on their tour. They supported a dozen AVSs or so, and weren't using AVS as a profit center.
The concept was:
Pull surfers out of the tour that have proven that they have used a credit card on the net
Put more extreme stuff out there that you could never put on the tour.
It worked extremely well until they got greedy and used an AVS that noone had heard of then told me that my concept was crap.
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