An interesting thing I read recently mentioned that Google transformed advertising into a software program. Well, they are not the only ones. Many other companies have transformed many other crafts and professions into software programs.
That is what appears to the superficial observer. People, who have learned how to use a specific software start thinking that (or forget) they are (should be) marketers.
Real people, selling real things, to other real people, who are responding to messages meant to convince someone to do something.

The idea seemed really absurd when I first heard about it. But actually it really works, and fun to do. Everyone who sees it gets addicted to scratching and looking for whatever might appear on the "card".