Yes I suspect they get paid when someone simply clicks on an item and is sent to another site. In general, I don't find much really good advice on the subject of backing online (present forum excepted). If a person is new to the game, they should hike with more experienced people and learn from them and trust what they learn by doing it. Trial and error is a learning process. Each person is different and will know what they like and need through experience. That, to me anyway, is much of the fun of the sport.
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Jim M