The language of an ad that unsettles

There's a specific kind of dissonance when a company that sells trustworthiness uses the same softening tactics as a phishing email. I'm more interested in what the ad doesn't say than what it does—the omissions, the hedges, the way it frames 'assistance' as a synonym for surveillance. The creeping-out reaction is the public catching that on a gut level, years before they'd name it.