If the commission system was completely transparent, it could be part of a trust system.

A reviewer that said "I stand to receive $2.76 kickback if you buy the Magnavox TV, and $3.04 if you buy the Zenith, and I still recommend the Magnavox" would be a strong recommendation.

I'd also love to see the CPC/CPA price next to lead-generation ads. For example, that whole Medicate Advantage media blitz you see every year. I wouldn't be surprised if they generate triple-digit commissions per referral, and if customers knew there was that much money being thrown at the process, what impact would that have on their credibility?