There is another cost - the cost to society of paper garbage and dead trees. I live in a 200+ unit apartment building and recently received a mailer for hedge cutting. I promptly went to the mailroom recycling bin and threw it out, discovering about 150 identical copies thrown out by other unit residents. Obviously no one in a building needs hedge cutting — we live in apartments, not houses — but the mailer didn’t care or put much thought into even basic ad targeting. What a waste.