I feel like you may be right for the wrong reasons. "Any software that is desirable on its own will be sought out on its own." is the prelude to many a failed software project. People say the same thing about films, games, apps, etc... and it's almost universally untrue.

If you are right, it's not because no good software aught to be promoted and thus this (and by extension of your logic most any type of promotion) can't be legit, but rather that there doesn't exist a non-scummy way of conducting this particular type of promotion. Is that true?