Advertising is touted as a natural fit for the internet culture - nobody wishes to pay for anything but most people are willing to exchange viewing advertising for that privilege. The internet is not free, of course, in that there is cost for access, usually a fixed rate per month. On the mobile internet, this cost is often not fixed and can be outrageously expensive, with per kilobyte charges. While far from prohibitive, this cost is a factor when advertising is dynamically inserted. Over sufficient time, it is possible to spend more on network costs for the advertising than for outright purchase of the merchandise.