Coatsy:
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Even iBill "assumed" surfers should have a gCard (or whatever they call it) and allocated one to each - not that they even managed to pay out on that.
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PS... In iBill's case what that achieved was secured funds in their account - which, of course, have not been paid to webmasters.
Their reasoning was more than just an ammeded payment model, but more a grab-the-cash exercise:-)