In Magic there’s a term known as Levine’s Trench, which describes how somebody’s skill at a given craft influences their behavior towards others in the community. I believe it also applies to copywriters or other marketing folks online. Being a jerk turns out, is in fact, a skill issue.

When it comes to designing advertisements - There's one rule of thumb to rule them all.
It's brain-dead simple, works in every market, every visual medium, and is effective almost every time.

The point of writing is never to satisfy the rules.
The rules cannot read your writing and never will.
The goal of writing is telepathy.
To take what is in your head, and send it into the reader’s.