Indeed, after living in são paulo for a while going anywhere else in brazil lead to a slight culture shock.

In a sense this didn't hurt advertisers at all, as the demand for advertisement stayed exactly the same, they just had to change the available media. Think of it as a prisoner's dillema-like situation, where defecting is plastering a huge sign in front of people. It's better for everyone if nobody does that, but whoever breaks the law and does it can get an advantage.

Preventing people from defecting in these situations is exactly the point of a government (regardless of how much I disagree with Kassab's actual politics and would never vote for him).