Silly as it will sound I'd never thought of it that way. Cunning , brilliant and cunning again.
Messaging apps have a nice solution to this: they allow your friends to summon you to the app by sending you a message.
But from a human perspective, I'd argue it's completely unethical. As a business, your goal isn't merely to encourage potential customers to choose your brand over another. It's also to get them to buy it even if they don't want it. And it's to get them hooked so they come back and buy more.
Now, what if your product is vodka? Your job suddenly became to make as many high-functioning alcoholics out of customers as possible (high-functioning so that they can continue to buy).
This may be a stretch from a mobile game or social media platform, but not much. They both have negative effects with real impacts on the health and happiness and sometimes even safety of the consumers.