Zero. People who work on ad-tech build ad-tech all day long, that's the entire job.

Seriously, why do you think all of the unquestionable things humanity has built have been built? It's because it's all just part of the job, for somebody.

People working at ad-tech question the things they're building just like the people at McDonalds flipping a burger are questioning the cholesterol levels of their customers. They're not.

Not many? You've never met a developer with a god complex?

My experience is that most developers just do as they are told.

Get paid - it's one hoop.

I mean, it is kind of a cool work around. There's a lot of motivation in telling someone they can't do something where "hide and watch" is a pretty typical response. The creative thinking that comes up with ideas like this is not something to discourage. It is a shame that the effort is for such a shit purpose, but these "people" are not stupid, and not many other areas offer these kind of challenges.