If incomes had not stagnated / declined in real earnings against cost of living patronage would be a much, much more viable field to replace all IP and advertising.

Though in general, I think there is an obvious trend in markets - if the people are rich, you reinvest money into new products or into improving your existing products so you can sell more stuff. When the people are poor, you use psychologically targeted advertising to make people buy things they cannot afford and sit on vast cash reserves because fundamental to capitalism is that markets respond to the needs of capital, but when you have incredible wealth inequality the only demand of capital is making more capital, and sitting on money becomes more profitable to shareholders than taking risks trying to get the drippings out of an already empty pot of middle class wealth.

Simply put, my favorite metric of whether an economy is fair is how large an advertising budget the economy as a whole has. The larger it is, the less fair the market is, and the more unequal the wealth distribution is, and every society should aspire to be one where nobody needs to advertise because all your reinvestment can go into making more, better stuff rather than trying to manipulate people in buying your stuff over someone elses stuff. The more valuable advertising is the poorer your country is.