You're right on the money here Lee. It's important to study a tour, what it sells and how it sells it. Ad medium should reflect that so there's a consistency from when a surfer hits a banner or text link on a promo to the actual paysite.

Along the same line of thinking about those tours being important, is for programs to offer more than one tour if the content they contain justifies having specific types of niche tours. At the very least, if the site has a decent amount of video and photo content, offer a general tour as well as a tour that pushes the video aspect. That way the webmasters listing the MPG galleries (either ones they host or an FHG) can link to a movie oriented tour, and vice versa.