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Personally the industry would make more money long term without the prechecked cross sales. Even if PPS was lowered $5-$10, it would be made up for it in much higher conversion rates.
But the cats out of the bag. Most people know giving a credit card to a porn site is a huge risk. Even if a bunch of sites changed their way of doing things, the public perception is too strong to change. It's a short sighted industry and we are seeing a lot of people bail out of the sinking ship. You are seeing companies buy up other programs, squeeze as much juice out of it as they can, and let it die.
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