Advertising/marketing word differences aside, when you put all of this into a bid based auction marketplace, the results for customers are pretty ugly. The flip

Advertising/marketing word differences aside, when you put all of this into a bid based auction marketplace, the results for customers are pretty ugly. The flipside is that when a company over-optimizes their ad campaign and the margins of their product, there is no word of mouth and customers leave quickly because eventually the product is complete shit.