They're selling hedons, which factor into people's utility functions.

I'd also point to

Stash, which is going after younger and less informed investors, instead sees it as its mission to get people to start putting away some amount of money in to the market and then get them into a more optimized portfolio over time.

"We’re going to be able to provide really solid advice around their portfolio around making smarter investor habits," Robinson said. And hopefully, for them, that's what young people believe in, like, and want.

That doesn't seem so objectionable. If they're attracting people who wouldn't be investing otherwise, that's a gain.

Also, do you have examples of their marketing that you think are inaccurate?