'Tis Better to Have Loved and Lost?

Dove's Campaign for Real Beauty has been the focus of a healthy dose of praise and skeptism.

Lauren's post on Feministe sums up the battle between "enlightened messaging" and bottom-line motives.

I can’t decide about the campaign. On one hand it is refreshing to see women outside of the Hollywood norm being represented with respect and presented with a considerable deal of sexiness and attractiveness because of/despite their unconventionality... On the other hand this campaign smacks of the old “Girl Power!” theme in which we are sold beauty products through messages of feminine empowerment.

The overall message seems to be that women are entitled to “feel beautiful.” By buying Dove products, you too can reach your full potential.

The concern is based on the fact that a company is using a powerful social issue to their advantage. The argument is - is that so wrong? I don't know.

What do you think? Should businesses try to use social commentary to sell?