Thanks for your response. I still think there needs to be more, or at least more clear, documentation on how it works. I don't see why Dragon's Tale would have dumped 20 BTC into bootstrapping when they could have spent that money on affiliates and gotten more impressions/clicks for those BTC. My thoughts are that they didn't entirely understand how the system works?
It all seems rather complicated when I first approached it, and it took a while to wrap my head around it, as this network is so vastly different compared to existing ad networks.
Yes, I agree with you. I'd like either to make a better documentation, or to simplify the system, or both. Not sure how to do it yet.
Regarding Dragon's Tale, I will ensure that it receives an adequate traffic for its money so that its anonymous advertiser is not offended, and affiliates get paid.