When I left the world of creative and academic writing for technical marketing work, I vowed to use my powers for good.
I scorned businesses that used showy, shadowy language to manipulate buyers. Even as a software technical writer who worked on admin guides and help files (remember those?), I strove to make personal connections, even if they were only in my mind: Whoever reads this will do their job better. Or at least hate it less. I sympathized with end users who probably read my words through clenched teeth anyway, only consulting documentation when things were already going wrong.
Ideally, I wanted to make them feel better—heroic, even—about their work.