Spiky, the people who come to your door trying to sell you something (be it a product or an idea) have been telling you what you want to hear (to the best of their ability) ever since they came to exist. Door to door salesmen have had a shifty reputation as semi-legitimate con-men for ages now, of trying to "read" the personality of the people in front of them and changing the message accordingly.

So companies that collect publicly-available data to try and make for better salesmen by profiling the potential customers into archetypes is no surprise to me. They're only doing what they've always done - telling us what they want us to say, hoping that it's what we want to hear, and thus try prevent any rational thinking that may lead to uncomfortable questions.

It saves on design overheads. Marketing... *sigh*.