Except that Snapchat had already engaged the client and was working with them in an editorial sense. It's not a 'first-come first-served' free market buffet at

Except that Snapchat had already engaged the client and was working with them in an editorial sense. It's not a 'first-come first-served' free market buffet at that point. Do you think it would be acceptable for the webmaster of Mercedes to put BMW ads on their site, because BMW was willing to pay them to do so?