All Customers Are Idiots.
All customers are unthinking idiots. Some of the time. I certainly am and you probably are too. That's agreed. Now what?
You could feel superior, treat them like unthinking fools and create awful bland marketing that ultimately doesn't work.
Or you could realise that they have better things to do than consume your marketing. You could do what marketers are meant to do. You could make them think.