This is just a standard click-through sales strategy that's also done by Amazon and other online retailers. The web site puts up a "buy this book" (or whatever) ad, and whenever people click from there and buy it, the originating site gets a percentage of the sale. In common terms, the site was the sales lead, so it gets its commission.
It's not like Wal-Mart specifically inked a special deal with just this group as people want you to think. Anyone can just go online and register for this affiliate program. It's a good way to make money if you have a site with lots of traffic.
Exactly, and I don't find it credible that AFA doesn't know this. I think they're deliberately playing on people's ignorance, and I unsubscribed from their mailing list because of it. All I gotta do is catch you being crooked ONE TIME.