Individuals are ultimately responsible for their actions, which includes the acceptance or rejection of marketing ploys. Those who opt to accept an idea for whatever reason are ultimately responsible for the fallout in relation to themselves. If we take that away, then we have the government/corporations/lobby groups telling us (with no free-will of our own) what is safe to accept and what is not. If Billy who needs those shit shoes but makes $5/hr decides to stop paying his child support so he has the cash all nice and legit, then he clearly decided where his priorities lie.