Actually, it serves as a "control" purpose.
1.The IMO works out a deal with the lead vendor to get a discount
2.The IMO then orders the leads and makes enough off of each order to pay for the process
3. Now the IMO knows what agents are doing what and can make adjustments accordingly
Interesting enough, I have been told my multiple sources about 2 DM lead vendors that order the leads for one of, if not THE biggest IMO that is on this forum constantly. They even posted in this thread. Sources have told me that this company actually puts their own brand on the leads and tells their agents that they have their own mail house.
Rumor or not, it's smart as hell. lol
It's probably true. If I had that pull, I'd do the same thing. It's also better for the vendor because they don't have to deal with the disgruntled agents directly or have to worry about someone disputing their cc charges.