&gt; The fact that it works better than other kinds of advertising is a pretty relevant bar.<p>And that&#x27;s in a nutshell both the solution <i>and</i> the problem because users have only so much to spend on product. So you end up with an arms race and that&#x27;s exactly what we are seeing.<p>It&#x27;s like the joke about two guys in a jungle, one with boots, the other with running shoes. The one with boots asks why are you wearing running shoes. The second one answers: In case we get chased by wild animals. &quot;You won&#x27;t be able to outrun a wild animal so don&#x27;t bother, wear boots&quot;. To which the guy with the running shoes says: &quot;I only have to outrun you&quot;.