This is a specific example of a more general problem: the ability of capital to manufacture demand and not merely satisfy it. An implicit assumption about supply and demand is that they are largely independent market forces, that demand is an organic and emergent phenomenon arising from the desires and ambitions of free individuals, and that supply reacts to demand. But first mass marketing and now hyper-targeted marketing turn that assumption on its head, and given sufficient capital, you can manipulate consumers into buying something that, left to their own devices, they otherwise would not. The harm that this can cause is most easily seen in the addictive context, but it appears throughout the market as a lost opportunity cost: to what more beneficial use would they have put that money had they not been subject to the manipulation?