但广告化并不天然等于价值创造。当所有商户都必须通过竞价才能被看到时，广告费便从增量工具演化为入场券。单个商户的理性选择，是继续加价以维持原有订单量；但从整体看，供给侧为此付出的总成本却在不断上升，而需求并未同步扩大。平台收入提高，但供给侧整体并未获得更多有效需求，反而陷入内耗式竞价。这种结构下，广告化更像是将抽佣换了一种更隐蔽的形态，甚至加剧了零和博弈。
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Source: Computational Materials Science, Volume 267
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Think about how you'd search a large room for a lost key. You wouldn't examine every square inch sequentially. You'd split the room into sections (by the couch, near the door, under the table) and rule out entire sections at a glance. "I didn't go near the kitchen, so skip that."。关于这个话题，heLLoword翻译官方下载提供了深入分析