Per launch, and there's a diff launch every single day (minus Sunday) that somehow (lol syndicate lol) get's preferred treatment for that day and everybody is in on it.
It's pretty easy to see who's who by watching JVZoo.com - Instant Commission Platform for Sellers and Affiliates - you quickly see that it's the same core group turning up the heat on a regular basis.
One of the things that impresses me most is that people will actually buy the $7 crap only AFTER they've asked to ensure that there is an OTO behind it for $47 or whatever. Generally some borderline-useless or already-existing WordPress plugin.
"Sheeple".