 Platform providers should also be more cautious when the giveaway product has appreciable unit costs, as with tangible goods.Free-PC incurred $80M in losses in 1999 when it decided to give away computers and Internet access at no cost to consumers who agreed to view Internet-delivered ads that could not be minimized or hidden.Unfortunately, willingness to pay does not materialize on the money side, as few marketers were eager to target consumers who were so cost conscious.