He notes that often people lie not for personal gain, but to make people feel better. For example, a lavender-scented air-spray that parents can buy called “Monster Go Away” to ease night terrors. So it is with Dark UX, the book argues. As long as you are deceiving users to an end that will ultimately benefit them (or society) more, it’s ok.
Ultimately, I’m not sure I disagree with the premise, but the problem (as always) is who decides what’s beneficial or not? There’s a lot of room for interpretation in the argument of what’s beneficial, because often companies think their products and services are more valuable than customers do.
Either way, it’s worth a read.