Their website somewhat defines it.

I feel it leans into advertising being about convincing one what one has is bad, not good enough or embarrasing, such that a product is bought. I think I agree that could be considered covert unkind speech in media and advertising. The barrage of things telling people they aren't good enough or preying on insecurities would have detremental effects. Personally, I enjoy the kind-spirited effort behind this, I'll be putting this in the header of my running notes .md file.