This is one of the main reasons the affiliate model is being replaced.
Affiliates that only see a headline figure drive that headline upwards.
50-60- 70 even 100 %.
Never mind what the cookie rules are, or never mind if it is lifetime or not, never mind if the program has to shave to make some money.
So you all sign to the highest %, the program runs some kind of cookie clause in its t's and c's, the program shaves to make some money, or hits the punters with a ton of cross sales.......
Or the program spends the money that it might have paid to an affiliate on building its own traffic.
