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Who is the ad trying to attract? [...] It's beta males. The best of men, except for actual men. What is a beta male? He is the kind of man who anxiously looks for something to identify him as a man, while doing nothing to become a man. For him, there's Guinness.
Exactly. "Cargo Cult" thinking is usually a dead giveaway that someone is a beta or wannabe.
But this isn't anything new with advertising.