I did, and I think there's a lot of p-hacking going on. Leading with TV advertising is disingenuous at best.

The ebay example twists the concept of user acquisition (new customers) and purchases (new or old customers). It is a common tactic to buy advertisements defensively, for example, if you're a product manager, and have determined that some of your user base are more transactional rather than frequent.

Another pet peeve I have is how they conflate direct response advertising and marketing.