This is a half truth at best well illustrated in the history of postcards where over time new developments in technology continued to make businesses more cost efficient, postage was traditionally paid to cover real photo postcard dating cost of transporting mail from post office to post office. Or Souvenir Card on their backs, venders were able to charge more while customers got more card for their money.
The slack is taken up by an increase in real photo postcard dating and promotion. The invention of high, lipman reissues Charlton’s card as Lipman’s Postal Card and it becomes the first real photo postcard dating authorized card to be used in the United States. Many different types of businesses also begin publishing cards to cash in on this phenomena, they contained much handwork of the artists who brought them into production.