Whenever I hear about these I always wonder what the people that found them are thinking. I mean, what type of person would you have to be to decide to try and screw over the restaurant industry (which already has historically low margins) just to make a buck? I can't even imagine how many fake reservations they would need to create to make that idea worthwhile for them. And what investors would give them money to do…
I mentor at startup events, so I know exactly what kind of people they are. The good ones are people who just haven't thought it through. They've found some sort of demand, and they're doing the standard hack-the-system thing that the startup culture trains them to do. Once it's rolling, it's like Mencken said: "It is difficult to get a man to understand something when his salary depends upon his not understanding it…
Because nearly every internet business gets it's revenue from advertising, a lot of good people jump through hoops to convince themselves that they have not made a deal with the devil. The downvotes[1] come fast when I point out this moral and cognitive dissonance, usually without any counter argument since they just want me to go away.
When I talk to anyone who's livelihood doesn't rely on advertising or marketing, there is near unanimous agreement that advertising is fundamentally manipulative and dishonest.
Besides the social cost of Advertising, there many other costs[2]. The idea that advertising gives us free web content and services is utter bullshit.
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[1] The cowardly downvotes with no counter argument have already started. Upton Sinclair is the actual source of the quote at the top. A wise man who got a bunch of downvotes in his time.