I don't claim that Google's TV ad buying system is optimal, but it's likely a better deal than the one offered-up to an ignorant buyer. I see a parallel to the

I don't claim that Google's TV ad buying system is optimal, but it's likely a better deal than the one offered-up to an ignorant buyer. I see a parallel to the fixed-price used car lots. While a good negotiator can get a better deal elsewhere, an uninformed buyer can be somewhat assured that he's not getting ripped off.