I wanted some laces for my Adidas Samba Supers. I've worn these for around 45 years so I knew exactly what I wanted. I put into eBay search my specific requirements: "Black Laces Waxed - Round,140cm 2mm".
And this was the first sponsored [advert] return.
My guess is that the seller bid on [ie 'bought'] the key words "laces" and "round". True, I wanted round laces, but I wanted black, not brown; 2mm, not 2.5; 140cm not 75.
Furthermore, the next three sponsored listings were similar in their generic listings for laces.
Ho hum.
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