For those who have never seen the story:
The $300 Million Button
The Back Story for the $300 Million Button � UIE Brain Sparks
Saw a similar sales funnel issue with one of the affiliate offers I hawk last year that took us a month or so to get them to fix (they made more money from the fix than me...)
Reinforces the mantra of always testing and asking users/visitor what they don't like about your site...