Kelkoo - changes in shopping engine business model

There was a good article by Scott at Comparison Shopping Engine Stratgies, pointing out some changes at Kelkoo. I'd encourage a read of the whole thing, but this is the line that stood out, and summarizes the major issue many merchants have:
The business model relies on getting traffic in as cheaply as possible and converting as many as possible to merchants who pay high CPC’s. There’s a big push back from merchants who want to ensure high quality converting traffic and so go back to CPA style deals