On the other hand, even though two-sided pricing strategies generally increase total platform profits compared to traditional one-sided strategies, the actual end value of the two-sided pricing strategy is contingent on market characteristics and may not offset the costs of implementation. For example, profits of an application provider increase with the implementation of a two-sided pricing strategy of the platform provider only if the application is subsidized by the provider. 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.