"Especially when you see Kelkoo in all the top positions on Google"
Come on this is an exaggeration isn't it - I see them, but not in all the top positions or even a quarter of them..
I would rather send traffic to Kelkoo and earn 10p a click then send it to Dixons and earn 2p. (Sorry Dixons dont mean to keep picking on you, you're not the only one!)
I'd rather help a fellow "affiliate" then a big corporate monster that pays us pittance for our traffic.
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