Don't belive it?? Create two versions of your website. On your Flash into, but a skip button that takes them to the HTML version. After a couple of months, check which page counter is higher.
#1. Pop-Ups / Pop Unders
#2. Music that plays over and over and etc.
#3 Shockwave or Flash graphics. Content is always beter.
Dude: I dunno, must have been the flash.