In fact, they used the word element to talk about anything that was basic. Ancient Greek philosophers, for example, thought that everything consisted of four elements: earth, fire, water, and air. Other philosophers thought there were only two elements: sulfur and mercury.
The Internet was expected to eliminate search costs (Pereira 2005). For example, electronic commerce was predicted to cause disintermediation as search costs become low enough for end-consumers to incur them directly instead of employing retailers to do this for them.
1 Paid search advertising. 2  PPC (pay-per-click) *. 3  PPC (pay-per-call) â some ads, particularly those served to mobile search users, may be charged by the number of clicks that resulted in a direct call from a smartphone. 4  CPC (cost-per-click) *.