When you think about it, they are also usability goals for the company. They want these marketing goals to be easier to reach. The company wants their business to work efficiently. So, the goals of the user are important but we cannot ignore the goals, and constraints, of the company itself. At the end of the day, we always want to minimize the intrusions on users' time.
Users value their time.
We all value our time. They don't usually fit with the user experience. This is not optimal, and it is not what most users want. People think of Amazon in terms of books, at least for now. Trying to auction Barbie dolls to a user looking for a Java programming book doesn't make the experience right.