You make an excellent point and I had to sit down and think about this more holistically because I’m just trying to understand what is going on in the economy right now and using this comment chain as a lens to try and do it in. So what I came up with is that is true but more context is necessary I think: payroll isn’t the only cost they increased. M&A was also huge this past decade: Apple bought Beats for $3B, Intel’s modem business for $1B and between 2010 and 2022 they had at least 14 other acquisitions for >$100M and this is excluding the financing and equipment purchases for their suppliers including TSMC and that weird deal they had with the PRC to invest $275B into mainland China.

Facebook’s 4 largest purchases in the last decade were WhatsApp for $19B, Oculus VR for $2B, Instagram for $1B and Kustomer for $1B along with at least 5 other acquisitions for >$100M.

I don’t want to go down the whole list in detail, but Google has invested heavily into YouTube, Waymo and other bets this past decade and Netflix was up until very recently just pouring money into Hollywood and other media markets like Japan to acquire production and/or distribution rights and built up pretty much their entire streaming infrastructure in the post-2008 world. All of this was an also financed with cheap money and these investments allowed them to grow their revenue, maybe some more successfully than others.

None of that is really artificial inflation, but I guess this is why dollar inflation is called inflation?

What about all of the startups whose profits are over the horizon?