I suppose that has been a discussion for years.
Some programs do it one way, some the other.
I prefer the player being tagged to the affiliate for life, it is the only way anyone can build up a decent player base, and for long term success, a player base is absolutely vital.
Both affiliates optimize and get players. To me, without lifetime revenues it’s just not worth the trouble. Lifetime revenues are what eventually gives your site it’s value and rewards you for your efforts.
As far as the industry goes, new players are it’s lifeblood. If casinos and affiliates all compete for the same players over and over again, it just exhausts resources all around and makes the industry stagnant.
Others see this differently, obviously, or we wouldn’t have both methods employed.