This does seem true for the google ads. An overriding theme in them does try to make Google appear more friendly and likeable, rather than to grab more user sha

This does seem true for the google ads. An overriding theme in them does try to make Google appear more friendly and likeable, rather than to grab more user share. Although reinforcing a brand is still a big part of attracting and keeping customers. If Coca-Cola stopped advertising, they'd definitely lose sales.