I do find it irritating when ads claim to know exactly what we want (I might be in advertising but I am still a customer and viewer), even more so when they do so despite the claim being blatantly untrue.
Sure, there are plenty of people who would like their air freshener to be shaped like a plastic version of a stone; but enough to make a key line out of the phrase "If you could design your air freshener..."
What did they do, carry out a quant survey of 300 housewives and say If you designed your air freshener, how would it look? To which 151 people said "Like a cheap plastic copy of a stone... even though my living room has no real stones."
By all means tell us it's the nicest looking air freshener around, that it fits neatly into your room, it doesn't look like an air freshener. All those things are valid. But really, to imply that a piece of grey plastic is what we would create is just damn annoying... unless you have some good evidence to back it up!