Marcus by Goldman Sachs wants to show people that charging a sign-up fee for a loan is a lot like taking a bite of someone's pizza because you don't get the full amount of what you expect in either scenario. This concept is demonstrated in a pizza parlor and the customers are understandably upset when their server takes a bite out of each slice. He calls it a "fee," but the customers aren't having it. One person is so upset that they throw the pizza back over the counter. Marcus by Goldman Sachs claims that it never charges fees on personal loans and encourages customers to avoid getting fee'd.