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And the PureVanilla model seems like a can't lose (minus the time and effort to set it up). I've heard their commercials on Sirius and I'm sure they do generate some of their own traffic.
The problem is that the more popular they get, the worse it can be. The more programs that sign up, the smaller the percent that they will choose your site to join. Right now there just aren't a lot of programs in PV. The other issue is that the more popular it gets from a consumer side, the bigger the traffic leak becomes.
It seems like an interesting options but you have to weigh the pros/cons.
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