My take on the matter is simple!. I provide the product and person X provides the list. The JV is then constructed in such a way that both the list owner (person X) and the product owner (myself) will benefit from sales generated from the list. As a product owner, I cannot provide the product as well as the list and person X just write emails to the list. In return for that person X wants 45%. Definitely not a DEAL for me. Correct me if I'm wrong.
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