Onur Cobanli explains:
Please do not do what others do; people do what they think others are doing; it is about conception of the other. So why do people do what they think others do? Because it is easy, because it is conformist, because it is safe. So people do what is safe, what is commonly tested and approved priory by others. Who are the others? They are the lead users, the trendsetters, the pioneers. How do we reach these luminaries? We advertise.