I agree, the inefficiency of advertisement might be the main reason for the surplus we are paying (also let's not forget the platform - the middleman). However

I agree, the inefficiency of advertisement might be the main reason for the surplus we are paying (also let's not forget the platform - the middleman). However: > been unable to prove, in many or most cases, that it actually succeeds in its goal of improving both profits and reducing prices Neither has it been able to prove the opposite. The long-term effects of brand awareness are difficult to measure. Anecdotally, I've seen cases when a very expensive billboard didn't move the download figures even by an iota but local people began talking about the company casually and even recognizing some of the employees on the streets, telling them how they like the product.