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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This story was originally featured on Fortune.com。爱思助手下载最新版本对此有专业解读
Scott (Jimmy Tatro) is a devoted "Stab head," meaning a fan of the films-within-the films that turned the "true" story of the Woodsboro murders into a profitable slasher franchise. His girlfriend Madison (Michelle Randolph) knows her horror movies, but is less charmed by Scott's idea for a fun getaway: staying at Stu Macher's house. Now an "experience destination," the iconic home of one of the Woodsboro murderers has been decked out with memorabilia from the Stab movies and crime scene details, including outlines of where the killers fell dead and plaques about who got killed where.