System(s) and method(s) are provided to drive commercial transactions and advertisement based on explicit consumer's value-cost propositions. Value-cost propositions express consumer's desires with respect to parameters related to a commercial transaction product price point, sensitivity to price and time, preferred shipping mechanism(s), contractor reputation, supply chain utilized by contractor, and so on. A component registers consumers to submit their value-cost propositions, and aggregates the information so conveyed to generate a market latent demand. The latter is conveyed to a set of advertisers, who respond to the latent demand by (i) adjusting their cost-profit propositions or (ii) countering the consumer's value-cost propositions. Commerce driven through explicit value-cost propositions can be effected within an intent-compensation user price incentive scheme, wherein compensation is issued through advertisement in response to consumer's conveyed intent, which includes value-cost propositions, in engaging in a commercial transaction with a service platform.