In a sprawling double page advertisement in a New York Times Special Report section about Artificial Intelligence, Audi posited that Progress is redefining luxury. I suppose if you are appealing to the 1% who are the target market for your top-of-the-line A8 model (starts in the mid 80s in the US), then you want to encourage your audience to think that they are advancing civilization by buying their automobile.
... struggling to think of the inverse of "Let them eat cake"