Purple Bricks is a real estate agent based in the U.K.. In 2018, it ran a series of commercials emphasizing that it did not charge commissions, like most other real estate agents, when it handles purchases and sales of properties on behalf of its clients. However, the Advertising Standards Authority, the regulator, ruled the commercials were “misleading” and demanded that the firm make it explicit that they charge clients a flat fee whether their properties are bought or sold. From the client’s perspective, paying a commission or a fee represents a monetary outflow.

Discuss why Purple Bricks would not want the comparison between fees and commissions to be seen simply as a matter of framing.