This. Sell it as a 'Google ads back in 2002', frame it in terms of high risk high reward. Sure its unproven, but back in those days, a lucrative click may have

This. Sell it as a 'Google ads back in 2002', frame it in terms of high risk high reward. Sure its unproven, but back in those days, a lucrative click may have only costed $1,$2. When search ads got fully proven, they started costing $100/$200.