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Why make a new site instead of improve an old one?
Simple, if you redesign an existing site, its somewhat hit or miss whether the new design will do better or worse than the old one.
Also, even if the new design does better for most of your affiliates, some affiliates will feel they did better on the old design and want to promote it. Either way you've got unhappy webmasters.
However, if you design a new site, your affiliates can experiement with it at their leisure.
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"Every normal man must be tempted, at times, to spit on his hands, hoist the black flag, and begin slitting throats."
--H.L. Mencken
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