David Mitchell of the Guardian - Observer looks at truthfulness in advertising, and it's fun.
"The motives may be dishonest but the technique is brazen honesty – to scream: 'This is the catch!' so loudly at cynical consumers that they perversely ignore it. Here's a glimpse of how some products may be marketed in future, if this trend continues:
Cancer Research UK: "Don't think of this as chucking your money away altruistically, like with Amnesty. Face it, you're never going to go to North Korea but, with your diet, bowel cancer is a very real possibility."
Pate de foie gras: "Admit it, you always knew there was an upside to torture."