I think advertisers are increasingly realizing that it pays to let people know what they catch of something is or give a reason why they have an incentive to act in your interest. I just saw some cash advance commercial (don’t want to name company to help them advertise) and the guy says “it’s a little expensive, but there’s no credit check and it’s cheaper than XXX.” This is somewhat related to the comment I made in my blog about Avatar – without seeing any major negative aspects of the Navi’s culture, I’m not left thinking “oh, how Idyllic” but rather “oh, there’s something evil lurking.”