incrediBILL - 7:18 am on Mar 5, 2007 (gmt 0)

Earnings Cap is certainly not a conspiracy theory.

That's true, it's a defeatist theory.

Earnings are factors of traffic, CTR and CPC and it's as simple as that. Like MB says, when you supply too much traffic your CPC may go down as you have a surplus of ad inventory.

So far, I've increased traffic massively 2 times and my average CPC has gone up, not down, as more people scramble to outbid others to advertise on my high traffic juggernaut so if I ever hit that mythical cap, I'll let you know.