I don't see my "true" desires as some platonic ideal, but I prefer to thinkmit it like the fast and slow thinking idea - what I would like my desires to be and what I can be manipulated into in the moment.

I would like to plan my purchases (and time allocation) ahead for a week, it would involve more fruit and vegetables, more time in the gym and less buying snacks on the go.

Advertising tries to divert me from those "planned" goals. Yes that's what advertising is for - and as such it is antognistic to my "true" desires. Of course my true desires will chnage over time but the adverts for pension planning and kids ISAs line up with my "true" desires. Even if I don't particularly care which provider I use