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“There is a limit to the information a hungry mind can digest, a limit that often corresponds to the magical number seven, plus or minus two, the capacity of short-term memory.” Gerd Gigerenzer

  1. Clicks aren’t customers. Customers are customers.
  2. “Half my advertising is wasted, the question is which half,” John Wanamaker
  3. Faced with too many choices, customers often end up making no choice at all
  4. Pay-per-click is making room for Pay-per-position.
  5. Markets are people with needs, the money to spend and the willingness to spend it.
  6. Consumers are not economic welfare optimizing machines.
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