I suppose I might object that "making a sale" is a tangible benefit but that is a different conversation about the value of commerce in general. Let's not go there today!

I heartily agree with your thesis though - making the case that 'nothing' is a good thing is incredibly difficult. It took decades to prove cigarettes dangerous then get rid of cigarette advertising and that was linked to an observable medical problem.

I don't hold hope that we'll manage with advertising.