Does the end always justify the means

I came across this banner ad on top of a news web site.


Here is what this marketing campaign has done;

1. Clearly identified its target audience - conservatives
2. Picked a hot topic to grab attention - Waterboarding.

1 and 2 may result in a lot of short term sales and some profit. Is that only goal of marketing? What charter does the marketing person closest to you (including you) have? Is it exploit every possible situation for money? Are you proud of that mission?

Just some questions....

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