Inventing Desire?

Here is a picture from the front of an advertising agency’s building in Toronto. Inventing Desire? Really? This shines a light on exactly what is wrong with marketers (which I consider myself one of). Why invent desire? Seems obvious to me that what you want to do, in order to create long term customers is to uncover desire, point out existing desire or remind people of their desirers. If a marketer invents desire they are essentially tricking the consumer. The consumer is not stupid. They will realize they were tricked and rebel, causing havoc costing the brand far more than they gained from inventing a desire that was not even real in the first place.