Of course "selling" may depend on creating excitement and positve emotions, but I think the negative image of it, by meaning hiding the bad facts and selling the good only, also appear in the world of dance studios. For example as a employed dance teacher I was told by my chief: "We don't need students dancing very good, we just need their money." That results in situations like that: When a stundent asks "Do I have the ability to visit the class of the next level", you always answer yes, because you know, he won't pay for repeating the same level. Now as a self-employed teacher with an own little studio [I'm talking all about social dancing here (in Germany we have social classes up to very high levels where people dance for many years without competing)] - I don't sell classes (as a single course) anymore but memberships (payed monthly), where people may visit all lessons of any level they like. This I call "disentangling commerce and content".
So there ARE studios just SELLING and others TEACHING well.