Farming and hunting
Five thousand years ago, every human was a hunter. If you were hungry, you got a rock or a stick and you went hunting.
The problem was that all of the animals were either dead or really good at hiding.
Fortunately, we discovered/invented the idea of farming. Plant seeds, fertilize em, water em, watch em grow and then you harvest them.
The idea spread and it led to the birth of civilization.
Everyone got the idea... except for marketers.
Marketers still like to hunt.
What we're discovering, though, is that the good prospects are getting really good at hiding.