For the Creatives and the Business folk alike I can say with 100% surety that the consumers of “content” can tell when something is good and when something is bad. Or worse, contrived from salesy stereotypical double talk that hasn’t changed in sixty years. They can tell (and so can you) when something has no “heart” and zero creativity, so let the Creative do their thing. Speaking now as a Creative, we abhor salsey and, if let off the chain, we will kill everything that even remotely smells like it was in the same room as it.