I don't think you can say, what is the one thing. With every surfer being totally different, it all comes down to having content that fulfills whatever fantasy he is having at the moment OR you are able to create for him. This is where micro niched content and marketing comes into play.
From a producers standpoint, I bow to a company like Brazzers or Met-Art who shoots INCREDIBLE looking content. However, from a personal standpoint, I would not pay for that shit if it was the only content on the internet, as it does nothing for me. I prefer true amateur and homemade content over everything else. Live cams come after that.
Ask this question to 100 people, get 100 different answers, though I think one common thread you will find is, whatever you are selling, it is probably best to only be able to find it on your site. So with that said, I believe there is something to be said about true, exclusive content that is true to the niche it is in.
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