Mr. Sivers makes two statements: * A marketing mechanism can have very poor, even zero, results. * There exists a marketing mechanism for bands (giving away p

Mr. Sivers makes two statements: * A marketing mechanism can have very poor, even zero, results. * There exists a marketing mechanism for bands (giving away product) which is effective in promoting the brand. It's not clear how stating that a particular marketing mechanism works, but that marketing mechanisms in general can have low to zero returns, are contradictory concepts.