It's a market for lemons: some lead-gen sites will last a while, and some will get burned by Google or the FTC. If you're a buyer, you know that those are possi

It's a market for lemons: some lead-gen sites will last a while, and some will get burned by Google or the FTC. If you're a buyer, you know that those are possibilities, so you bid less than what you'd bid assuming that the site would last forever. Now sellers know that if they sell a good site, it'll be undervalued, so they have a natural tendency to sell the bad sites. The original "market for lemons" paper valued a lemon at half the cost of the good version. When your lemons are worth zero, or have a negative valuation, there may be no market at all.