The thing is, because you make zero money (well, low five figures from ads) in a month with no card promos, you need to make your money when you can.

I can imagine its like running a toy shop where you are just working to keep the lights on between Jan and Oct and actually make your money in the run up to Christmas.

We've just gone through a similar dead phase in the UK for a couple of months. It's not hugely motivating to be working 4 hours per day on family holidays just to ensure the full time staff and the office rent back in London are covered. Then the taps open again and you need to make some decent cash whilst you can.