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It is simple. You need volume to make the big bling. Lets say your monthly nut is 10k for content hosting and scripts etc. You do 10k in sales and you break even so you need to do 100k and even though your nut goes up lots of stuff is fixed or sliding scale and thus you keep more if you are big.
If you do it yourself, you still have to work but you will not get that big whale that likes your stuff and drags in 5 sales a day for 2 years.
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