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Program A pays 50% revshare, but hardly ever rebills
Program B pays 25% revshare, but generates many rebills
Program B wins.
That's not entirely an EPC is king answer, cos it could be Program A wins the EPC race short ... or even, medium ... term. But I might still choose Program B if I though it would win the EPC race long-term.
So it's not as simple as saying it's pure per click math. There's also some long-term business judgment call in the mix.
Having said all that, Paul's argument would get him next to no traffic. If someone's only offering 10%, they are claiming they have an AMAZING product for it to be worth such a small cut, which would have to have an unbelievable conversion rate. That being the case, I'd ask them why they just don't go and buy their own traffic and convert that amazing product themselves.
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