These ads are dishonest and pretending they're not is really absurd. I don't think he even truly believes that, hence the signification rationalization in the post.
I'm doing what I would to any friend of mine: calling them on their bullshit. You may want to consider whether you're impulsively defending a friend or actually agree with him.
I will stop commenting on this though. I don't have anything more to say and I'm not trying to be negative. I don't think Patrick is a bad guy or anything -- just wrong on this.