He's definitely not wrong, but it's also not a new concept. Well, maybe to the younger generation it's new. Businesses have been using these tactics for as long as I can remember. They spend millions; likely billions, in research to figure out which colors to use for a company logo or how to arrange products in a store. Every little thing is done with purposeful intent in order to get customers to buy a product, use a service, etc. Most people don't even realize this, but if you're aware of the tactics they stick out like a sore thumb.