The sale of the Olympic brand has been controversial. The argument is that the Games have become indistinguishable from any other commercialised sporting spectacle.[115][135][135] Another criticism is that the Games are funded by host cities and national governments; the IOC incurs none of the cost, yet controls all the rights and profits from the Olympic symbols. The IOC also takes a percentage of all sponsorship and broadcast income.[115] Host cities continue to compete ardently for the right to host the Games, even though there is no certainty that they will earn back their investments.[136] Research has shown that trade is around 30 percent higher for countries that have hosted the Olympics.[137]