I don't know what it would take, if anything. I was talking to some twenty-something folks in Berkeley about a decade ago and asked them what they thought of Snowden. They didn't know who he was. When I explained, they dismissed the whole thing. It turned out that they assumed the government was spying on everybody anyway. I don't know what to make of that, I'm just passing along the anecdote.

Anyway, from what I've heard these marketing companies are not very selective at all. More precisely, they are selective but don't dig too deeply. But this is just my impression, not fact.