MLM started as a marketing tool which proved its worth for companies like Amway which then had a compelling product to sell and you need the reach exponentially to corner the market before competition appears. But if there is no product or it's less than marketable, MLM marketeers turned to "creating sales" by sheer recruiting. And that blew it.
From the company's point of view, the MLM distribution channel is just another sales channel. The company itself may have a traditional sales & marketing team where employees get paid either a fixed salary or on commission basis, or combination of the two.
Problem arises when the company's product is quite fucked up or not innovative enough and the company cannot turn a profit. That's when the directors start to think of starting an MLM channel with the hopes it can generate more sales. They will invite the directors and key shareholders to be the "initial" roots of the channel, and if those chaps believe that the MLM concept will work, they will take up the offer. So in other words, the topline is comprised mainly of company insiders and their close associates.
Let's say a traditional sales rep selling the company product earns a 10-20% commission on the sales price. The company may be so optimistic about the MLM channel that it is now prepared to give 30% to 40% of revenue to the MLM channel as commission. This however does not alter the basic mathematical truth -- that the entire MLM channel can only receive a fraction of total sales revenues at any point in time.
In other words, at any moment in time, the MLM channel
as a whole is spending more money paying subscription fees and buying company products than receiving an income stream from the company. So the
MLM channel as a whole always loses money at every moment in time that it is operating. It does not matter if the toplines comprising of directors and major shareholders and their families are raking in huge bucks. The entire chain as a whole will always lose money, and those at the bottom of the chain will lose the most money.