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The biggest problem is low quality traffic at high prices.
ONE of the reasons behind the pricing (IMO) Is that there's always some guys willing to take a very small margin, who have cashflow...especially where there is volume. They drive up the prices to the breaking point, to the highest possible level they can go...slow and steadily the prices will find their way to that point, because some people can invest $10k daily to make a small return, and they drive the bids up to maximum! So in summary "low quality traffic at the highest possible price" is the reality of the situation.
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