Peoples opinions differ on limited editions, gilding, etc - and one might argue that all marketing is a technique of the darkside by its nature - but to be fully woke on the topic I would say one would have to try to build a brand without it.
A few dozen years ago I ran a computer store in a large city - I hated marketing techniques and thought it would be best to price all the software in even dollar amounts - no 24.99 for me, I demanded the store price it at 25.00. You know what happened? Sales stank and we were forced to face the music and adopt standard, proven, successful techniques.
Big dreams require big risks - and certainly this campaign reaches for the stars in its breadth - and that just ups the ante. Such pressures of finance, the hopes of your grand plan succeeding - they will all wake you right out of your boots.