Surplus value isn't really that useful of a concept when it comes to understanding the world.
This is so far from the reality of so many things in life, it's hard to believe you've thought this through.
Maybe it works in the academic, theoretical sense, but it falls down in the real world.
No "artisanal" product, from food to cosmetics to clothing and furniture is ever worth it unless value-for-money (and money in general) is of no significance to you. But people buy them.
I really can't go trough every product class, but take furniture as a painfully obvious example. The amount of money you'd have to spend to get furniture of a similar quality to IKEA is mind-boggling. Trust me, I've done it. Yet I know of people in Sweden who put considerable effort in acquiring second-hand furniture because IKEA is somehow beneath them.
Again, there situations where economies of scale don't exist and situations where a business may not be interested in selling a cheaper or superior product. But they are rarer than we'd like to admit.
This solves the problem of seeing ads that are not best for the user.