Let's just get some of this down.

让我们写个一纸公文
There really needs to be commitment for this to work.

这个工程需要一个有可信度的承诺
So going back to the example of Murdoch and his competitor,

现在回到梅铎和它竞争者的例子上
Murdoch actually has to build the plant.

梅铎需要搭建一个厂房
There actually has to be a factory that he's built in,

他入驻的时候需要开一个工厂
and that factory can't just be sold for scrap.

这个工厂不能只卖些废铜烂铁
So what creates the commitment,

为什么需要一份承诺
in the case when you've built the plant is what?

在建成工厂之前
Because having built it,

因为一旦你的工厂落成
it's a sunk cost, it's there.

它就成了沉没成本原因在此
So sunk costs can help here.

沉没成本要求做出一个承诺
It can help making you committed. Once that money's gone, you can't get it back,

一旦我的钱投下去了就拿不回来了