Some of the things listed are sales techniques I expect from a business. If businesses want to set themselves apart by being more straightforward, that's anothe

Some of the things listed are sales techniques I expect from a business. If businesses want to set themselves apart by being more straightforward, that's another way to sell. I'm left wondering if the authors take advertisements at face value as well? "After extensive research, we found that the stain could be removed, but not as easily as shown in the TV advert. As academics, we conclude that this is dark and deceptive."