When someone clicks on a banner or whatever, they are doing that because they want to watch a certain movie or are interested in a particular thing, not because they want to give you money. When you link to a signup page it just comes across as "gimme yer money!" rather than giving them a tour and (hopefully) making them want to join.
That's just my opinion and I could be completely wrong.
I do wish some sponsors would make links to the signup page a little more obvious. You'd think that wouldn't a problem.
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