EI can easily turn into manipulation as the sales pitch has to be tailored to certain demographics. Dr. Simon mentions in his lecture that people may not even know they want something until they heard of it, but I think its also important to consider how the consumer hears about the product since this can affect their investment into product. This is where “manipulation” can come into play since you’ll have to alters the sales pitch depending on what audience you’re pitching to. If you’re pitching to longtime consumers then you may not want to waste much time talking about features that were already in the older products. In this case, you’ll want to highlight the newer features and make the consumer feel like they’ll be missing out if they don’t get the upgraded model; despite the actual degree of the upgrade. This can be seen “exaggerating”, but its a strategy used to get consumers emotionally invested in the product you are trying to sell.