When they endorse a product, that trust moves the offer from being one from a stranger, to being familiar, recommended, and approved. If you don't believe in them, your customers won't. And I do everything in my materials to encourage people to build their lists. If your business shuts down tomorrow, you should be able to take your list of happy customers and open up the next day. If you don't have an email, opt-in list, you are going to stress and waste huge amounts of time and money in low percentage advertising.
Email is based on writing letters, notes, and remembering people.
Of course I am, but I am even more thrilled by the people I am working with. Helping others generate money for themselves is just a great part of any affiliate network. I'm thrilled to be working with my affiliates. They are thrilled with the opportunity. They are just plain tickled to actually work with a network that responds to them in a hopefully personal way.