I’ve just finished reading an old book by George Soros. In it he mentions that he behaves differently depending on his role. As a hedge fund manager, he is amoral and coldly calculating. As a philanthropist, he goes out of his way to spend his time and money to help people in need, even calling on his old contacts in various governments and taking risks with his personal safety.

In other words, just because your nice harmless neighbor John Doe could be trusted to look after your little girl when you have an emergency, does not mean he will not specifically write an ad or create sales-copy to target your emotional weak points to make you buy his employer’s products while he is at work.