It strikes me as sort of civil society “arms dealer” type of role, like lawyers. In a utopia where everyone cooperated in good faith and behaved honorably we would not need them (or very few of them), but as soon as one group arms themselves, everyone must regardless of their feelings about it. Then the marketers become an interest group unto themselves and stoke the paranoia of everyone who might need their services, and the endless escalation eats away at the underlying system turning it into more noise than signal.