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Design is important to surfers, but not nearly as important as content, speed and easy navigation.
I think the affiliates are more interested in design than the end user. It shows the potential affiliate that you are a professional company, thus resulting in more affiliate sign-ups, which in turn results in more traffic and revenue, so that (in my opinion) is where design really IS important.
You can have a meaningless product (like the Chia Pet for example), but with proper packaging and marketing it can turn a profit. The old "judge a book by its cover" concept.
Again, just my 2 cents...
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