if you owned a webmaster program
 

would you rather rely on affiliates for traffic or build your own in house traffic up?

Ummm I do, and choice number 2 unless your insane or very very special in the small yellow school bus type of way.

build your own traffic, think of affiliate sales as more of a bonus.

that's exactly what I think. In fact, if one was really smart they would only do by invite only. Keep the low converting trash out and keep inexperienced newbs from giving away all your content (should you provide any at all).