Agreed...reminds me of the story of Kayak. Apparently, when Kayak launched the airlines had no affiliate plans and did not plan on paying Kayak (which they viewed as a threat). Eventually, Kayak started dumping serious numbers of users at their door and the airlines woke up and realized that they would have to pay Kayak. Milo is in an even better position because its more difficult for a competitor to establish relationships with mom and pops stores AND gain a customer base.