I agree. But also, most things are in a way an attempt of influencing someone's decision towards what we think it's best, or desired. In the example of marketing (aside from unethical things such as dark patterns, etc) you sre trying to sell something, or in the case of some types of writing, convincing people you should be read..thus if you are going to put a title that is attractive, I don't see anything wrong in thinking about psychological tools. All is subjective and relative of course...especially when it comes to what is ethical and not