The document discusses how while the internet eliminates the need to pay for physical printing and retail space, online businesses still need to pay for advertising. Specifically, it notes that with infinite online shelf space available, companies may need advertising even more to get their products in front of potential customers among all the options.

1. The internet means you might not
need to pay for printing or retail
space anymore, to get your product
in front of people, but you still need
to pay for ads – indeed with infinite
shelf space you probably need ads
more.
@BenedictEvans
Benedict Evans