[slothario]

Keep in mind if you're the company that can make ads 10% more effective than everyone else, then you're going to be extremely successful. Even if that means going from "horrible" to "less horrible."

Maybe you got an ad for a BMW and you'd never buy a BMW because you're frugal. But maybe it's showing those ads to everyone within your income band, which is several times more effective than showing them to every random site visitor.