Just Pick a Side

Hard Rock, the entertainment/resort company that is prominent in my home state of Florida, has recently been airing a slew of TV commercials, some featuring recording artist Post Malone, that tout their online "service" allowing players to gamble on sports.  I suppose that if you're into that, then good for you...it's just that much easier to put your hard-earned money on the line.  So in this vein I see a company responding to a demand within the population that satisfies them.  I see other companies likewise doing this.  For example, many addicted cigarette smokers welcomed the advent of vaping, which did away with the carcinogenic tobacco elements they would breathe when "lighting up",  but which still provided them that craved nicotine effect.  Again, a demand met by companies' innovations...good for them, again.  Where I have a problem, though, with both of these examples is when the companies go out of their way to create new "needs" among the potential consumer pool that previously did not exist.  Making vaping seem cool to young people who never touched a cigarette in their lives is like this.  Or go back to Hard Rock, expanding the gambling to generally ignorant folks who don't know enough to at least make an educated guess about who will win or lose a sports contest.  With them, their latest pitch is a gimmick they have on their app whereby participants can still lay down their money and bet by simply "picking a side".  It all sounds so fun and inclusive, or at least that's how the ads make it look: come on and join the party!  But here again is a company expanding its consumer base to create a need that simply wasn't there before.  I guess, though, that's the essence of advertising, isn't it, to make the fool targeted potential consumer feel somehow inadequate or less than acceptable if they don't climb aboard with the company's agenda...