Critics argues that the commercialization of Ramadan turned the holy month into “a month of self-denial” – where audiences are not spiritually in touch with God – rather than a month of self-awareness and deep reflection.[11] On the other hand, the commercialization of Ramadan and TV programming is seen to be a natural process as Egyptians are increasingly adopting more Westernized lifestyles due to Egypt’s developing economy.[11] Because the Ramadan lifestyle guarantees the penetration of a large audience, prominent advertisers produce specific campaigns to air for the first time, despite the doubled advertising rates during that period.[11] Additionally, the ads are seen to promote consumption, which goes against the spirit of Ramadan: which is to share and to be charitable.[11] The commercials usually provide unattainable or unrealistic dreams for the urban and rural poor.[12]