I don't under stand this logic at xclix

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at the homepage of xclix, now it says they lower the number of ads per day to 4 ads, because they are doing payouts. and the number of ads will be 12+ after payments are made. well, I really cannot get it. we know, the number of ads is determined by the number of advertisers who want to advertise, not determined by the site itself. unless the ads are fake ones, made by the site itself. so, what the **** is all this about?