Marketing doesn't have to be a zero sum game.
It can be something where something is created as a byproduct of marketing, rather then something being taken away.
You see, traditional marketing and the marketing of selfish marketers is built on this idea of taking attention, control and money away from the customer - leaving them in a lower state then they were before.
What the marketers of today have the opportunity to do is to change a customers state into a whole new form.
The idea of expanding the customers life rather then compressing it.