Advertisers are only interested in the demographic of “might buy my stuff”, which is only people who can potentially be interested in your product.

I dislike this game where we mince words like it changes the fundamental argument. The two crowds want to be linked up in a way that transfers money most happily from consumers to producers. Unhappy purchases are likely to result in returns. Of course, if one advertiser can keep your returns below a certain rate (or won’t cause them to explode), that’s more ideal, so naturally the market will select for companies that do this unless they have some other incredible metrics outweighing that.

Really the only time this isn’t true is with companies designed around maximal waste - products are often too cheap to bother returning and are only meant to last a use or two anyways.