Advertising is a unique service business. When limited to the Internet, platform operators gather users and allow them to access the platform for free in exchange for viewing advertisements. In reality, users are not accessing the platform for free; instead, the advertiser pays for it. In other words, users do not fulfill any obligations regarding platform use, while the advertiser assumes those obligations and gains profit by notifying and exposing themselves to the user. The platform operator fulfills its obligation by providing the advertising medium to the advertiser, but does not guarantee the advertisement’s success and is not accountable for the outcomes of the business. Advertising represents one of the few unique transaction structures in the world that satisfies the utility of each party without necessarily attributing benefits to the counterparty meant to receive them. Such an unusual transaction structure has been rare throughout human history. Although the advertising indu...
Humans establish a tacit relationship distance with others without even knowing it. Each person’s relationship distance is different, and it is not permitted to change the distance unless there is a specific reason or motive. Relationship distance is fateful. Sometimes, an event creates an opportunity for others to confirm the unilateral setting of the relationship distance. If the other person agrees to a one-sided distance setting, the relationship continues. All of this is often more informal and tacit. It is nearly impossible for others to change this distance. Therefore, we create a new relationship. - Joseph’s “just my thoughts”