I think that to restore some market confidence the future preformance shares should not only be linked to the current traffic measures but also have a monetary/revenue hurdle as well. I completely get the reason for the traffic build up milestone being part of it but it should never have been the sole measure. Just as revenue a profits should also not be the sole measure. It has to be a combination of both to be fully committed to growing the company. At the end of the day building/maxisimimg revenue at the same as building the traffic gives maximum funds to use for further growth.
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