Apparently this is totally legit marketing strategy now. It truly is, especially if there are enough people who think that shitting your pants is cool, and the people that form the "market" nowadays may have a very different idea from yours about what is cool. Their ideas about coolness are very different from mine, that's for sure.

I think all of western (or at least American) discourse of all kinds has recently devolved into who can shit their pants the loudest. I'm hardly surprised when it becomes a dominant advertising strategy