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Dont want to get too ahead and give alot of things that they arnt doing and work 5 times as hard for alot less money.
What I do mean is that if you are the new directory kid on the block, surely you would want to go the extra mile, and offer some features that the others don't have --more value for money for the advertiser!
If you offer just the basics, but at a much lower price than competitors (after all, your initial traffic may be slightly lower than Yahoo's), you may make a few dollars.
However, if you can come up with one or two truly original ideas, and spend a month or so to implement them (true, you won't get paid during that month...), you could well become successful beyond your wildest dreams!