I didn't imply that all of their gross was going into ads.

I'm highlighting that the gross on commodity consumer goods is huge - and that it just pays for mounds of white collar bureaucracy, including advertising, and yes 25 points is about right.

Consider that companies pay more for advertising than COGS.

That should tell us something about 'productivity'

FB/Goog revenues could be cut by 60% and the good may very well flow just the same, aka they are not just capturing surplus but facilitate aggressive inefficient competition.

A western nation will post the $5.00 to the GDP when much of it is inefficient make-work.

This is why 'Pricing Parity' has to be used even to begin to compare relative wealth etc.