[CWuestefeld]

That may be true, but doesn't the theory of marginal utility tell us that an entity might be willing to pay $X for Y units of a good, but that they're less likely to be will to pay $NX for NY units.

In concrete terms, I'll pay $1 for a liter of water, but I won't pay $1M for a megaliter.

[dragonwriter]

Sure, but when you are paying for visibility, exclusivity is a huge factor. Losing that, I think, is pretty hard to compensate for.