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You can't really calculate content on a per member basis. I mean, if a site updates once per week, then that is a fixed about of $$'s regardless of whether they have 50 members or 5,000 members.
Also, $4 per member on upsells is too high. That means that 1 out of 10 members will spend at least $40 on upsells...that just isn't going to happen.
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