People hate flat design because it projects an inoffensive insincere false friendliness that belies a corporate agenda. Like the flat, pastel coloured image of a smiling couple of indeterminate features strolling under a rainbow, as the room fills with aesthetic gas.

I meant anesthetic.

I'd go as far as to say, people remember advertising from the past fondly because even though its intentions are just as nefarious, that kind of branding appealed to what you wanted to be. This kind of advertising appeals to you as a formless liquid resource.

You're not required to have slightly sexist aspirations anymore; you're now free to be a pink-violet blob in a round-edged happy hazy orange-magenta sunset.

Who is the product there? The blob, the sunset? Why is the image so gentle and friendly but the copy says something slightly different?