[malwarebytess]

I would not put it that way. Criminals, all manner of bad actors, too can be creative. Creativity alone is not enough of a good to rescue a practice, there are other things to be considered.

Advertising and marketing have been, at least as far as my cultural memory extends past the 80s, cynical and soul sucking. Always trying to figure out what was going on in people's heads and spit out some amalgam of an image or lifestyle or identity for people to latch onto and, critically, for businesses to exploit.

The wrapping paper has eternally been "what's wrong with matching a product to a customer" and justifiably that is a difficult point to disagree with. If we are to have products and customers it is almost self-evident that they should be harmonized. But the premise in question presupposes that a customer will have a need; to the degree that needs are invented as much as the product even to justify the expenditure of resources to create a product in the first place. In the end we loop back to the the previous paragraph. Creativity in service of what? pure exploitation.

Software Engineering is, or can be, an exceptionally creative profession. That alone isn't justification for whatever we design! We must be more careful.