jmoreita, the more important question is:

By whom was the program ended? For some time, people here speculated that Valuemags must be losing a fortune. Valuemags confirmed that this was a hugely successful promo.

...and by the way, I don't mean who actually pulled the plug. Where was the pressure coming from to end the promotion?

Discover that, and you'll discover the loser in this equation. Whether they are actually losing or just perceive that they are is another question...