 The campaign attempts to appeal to a consumer's compassion, much in the same way that the "Home Taping is Killing Music" campaign appealed to the consumer's interest in the art form.Some critics found the tone of the ads to be disingenuous, and "holier-than-thou".Some also pointed out that advertising as a movie trailer was targeting the people who were already paying to see movies, and added to the growing inconveniences associated with attending movies in person.