> And it's also not cynical to say that those extra sales would not have occurred without the ad, hence they were for goods people could have done without Here

> And it's also not cynical to say that those extra sales would not have occurred without the ad, hence they were for goods people could have done without Here's the error. Yes, they were products the target could have done without, but not something they can do without once they have the product. Consider: The first iPhone. A device that opens possibilities to improve your life that never existed before. You could do without it, but once you have it you can't do without it. I think you'd have appreciated an ad for the original iPhone if it eventually led to you buying one.