That's just the thing: just like it doesn't really matters if a product IS "the best" but if it's perceived by the population at large as "the best", advertising it's also subject to this kind of rationalization, and if social and viral ads become increasingly perceived as ineffective, a waste of money or worst, a scam, then it's over, since even if certain techniques are put forward to improve it and solve the inherent problems in the system, these ads will still be considered by many higher-ups to be useless.