If a review site is funded by affiliate revenue, they expect that if any of their visitors go on to make a purchase based on their reviews, they should receive a commission. If at the point the visitor was about to make a purchase, they then went through a cashback site, the most recent cookie would be overwritten. This means that the affiliate has gone to all of the work of getting the customer to the point of sale, for the cashback site to take the credit. There is evidence to suggest that people just use cashback sites at the point of purchase. The earnings per click for some merchants is up to 5 times higher for incentivised traffic, suggesting that they only go through the cashback site when they are intending to make a purchase. Is it right that affiliates are being denied commissions because of cashback being a more attractive incentive to purchase?