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A site paying 35/70 isn't "shaving" just because it's still in business. First I'd conclude they are very good at retaining customers ..
Then take a look at the site itself and use your own judgement: Basically, is it a good, retaining site? Also consider the join cost, upsells, etc. etc. and you may find they get a LOT more revenue than you think ... and 35/70 is easy to pay for them!
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