I would say it is certainly something worth studying, the understanding of how it works would be invaluable. We can decide if we want to use it to further our goals or not once we understand it (hopefully not before, using something you don't understand is generally a bad thing imho). If we decide not to use it, the knowledge would help us educate others and perhaps prevent the 'dark ones' from using it.

Perhaps something a la James Randi, create an ad whose first half uses some of the techniques and whose second half explains the mechanisms used to control inattentive viewers with a link to somewhere with more information on understanding how its done and why people should care.