In addition to the expense of buying the commercial time, Thomas Harpointner says there are additional costs that many forget.

VOA: standard.2010.01.27

If I consume Bud Light, then I have to pay for the Bud Light, I think it typically costs less, the price, the raw price is less than Guinness but I also pay an additional cost from the fact that Bud Light, when I drink it, causes me "disutility": we'll put it politely like that.

如过我买百威淡啤酒,我必须要支付百威淡啤酒的价格,我想它会便宜点,原材料的价格比吉尼斯低,但我同样要支付附加成本因为百威淡啤酒,当我喝它的时候,味道一般,我表达得委婉一点

耶鲁公开课 - 博弈论课程节选

"Our margins are really thin, in terms of our bottom line, and any additional costs have to be absorbed by the farmer because we can't pass on those costs to consumers directly,"

VOA: standard.2009.12.12