They use "media savvy" and "sophisticated" to cover their seething hatred of viewers avoiding what they call "the interruptive advertising format." They then describe unobtrusive ad copy as a "disruptive" method of marketing: evoking "an enchanted state" where "customers create or string their own stories together" instead of being cajoled, shamed, insulted, denigrated, or simply condemned for their appearance and beliefs.

This is peak marketeer cope. I wonder then they'll discover improving products to improve customer confidence, but then that wouldn't really be marketing.