Advertising reception "reverse" is not so new, but is rarely used. There are nuances in it with a thin line beyond which you can really push the buyer.
Agency «Buzzvan» in commercials with cookies «Mikado» managed to keep proportions to make a really funny product. "Do not take this free cookies, and not with you ..." And there is a number of situations in which the hapless consumer gets a cookie.
By the way, for our market - generally the most it. We've more than the expected extreme - the more desirable products.