Caveat Emptor and Other Latin Warnings

So, someone asked me the other day why I chose this particular approach to affiliate marketing, as opposed to taking a safer approach - single stores, single products, single ClickBank drop-downs. I don't think there's an easy answer, to be honest, except the one that makes no sense. While a single store per affiliate would make more sense, and it might be the route I take after the first of the year, to me it doesn't seem logical.

When I shop in real life, I tend to aim for malls, for lots of choices, for the freedom to decide where I am going to spend my hard-earns. Why would I want a different approach online?