OK, I talked to my friend. He pointed out that the other applications he's seen that pay out $20+ are 3-4 times longer in physical size and ask for more sensitive info, i.e. SSN#, Checking Account Number, Bank Routing Number, Bank Name, Drivers License Number and 3 personal references. He believes his completed applications are much higher because of this. I guess it's like being paid $1 for a Join 4 Free. Yeah, it's less than $35 a signup, but the conversions are higher so depending on your traffic, you could make more per hit
That's all

I presented the situation, asked for an explanation, got it and am reporting back.