I find his writing at the bottom of the ad interesting:
"
COSMO witticism
It's unwise to pay too much, but it's unwise to pay too little.
When you pay too much you lose a little money, that's is all.
When you pay too little, you sometimes lose everything,
because the thing you bought was incapable of doing the thing
you bought it to do. The common law of business balance
prohibits paying a little and getting a lot. It can't be done.
If you deal with the lower pricing seller, it's well to add something
for the risk you run. And if you do that, you will have enough
to pay for a better service and product."