Here from Rory Sutherland (who knows a thing or two about advertising):
There is no prospect of anyone paying me to advertise mattress toppers, however life-changing they may be. You see, one of the problems of hyper-efficient market capitalism is that copying products is now so fast and easy that every new market category rapidly fragments into hundreds of competing manufacturers. There is no interest in any one of them promoting the category, since their own share of any resulting growth in sales of the item would be so small.
It would be good if the Naomi Klein fans and all those public health agitators read this and commited it to memory.