In a recent article in this journal (‘Some Contrarian Reflections On Advertising’, Think, Spring 2010, 47–50.) Professor Tibor Machan defends advertising from those who find that it is ‘anything but honorable’. According to Machan advertising is not merely honorable, but also natural, a virtual paradigm of cooperative behavior, and an essential component of human well-being. ‘If human life is a value, advertising is a value. It is a positive good.’ Machan concedes that sometimes people exposed to advertising make foolish choices, but that is explained by their lack of prudence, not any fault of advertisers. He also appeals to our sense of fair play: advertisers are like us – people trying to earn a living, and even issues a veritable cri de coeur: Who among us hasn't tried to promote a book we've written?