Definitely not a dumb question.
And... I have to disagree with the other two. To my untrained eyes, it doesn't look like that the sponsor ads (Turtle Beach and D-Link) are set up for click-thru tracking the same way stores are in the eGO mall.
To be sure, I'd recommend clickon the eGO mall and then selecting a retailer. You'll see some page redirects and then the retailer (I like Newegg - and they're having a 15% off sale today).
There might be a credit from TB and D-Link on the backend though.
Anyone in the know care to provide some guidance?