The best way in the world to advertise is to get somebody else to run around with the name of your product on their person or showing it around somewhere and not only that but they're paying for it.
I don't buy into any of that hogwash. They put that out to sell tickets. It's just a classic horror movie, with the Greek drama formula of good versus evil, and lots of fear.
He 's ruthless only because of his ideals. Unfortunately he doesn't succeed. The thing fails and gets out of hand and takes charge of him. Idealism is the only excuse he could have and it's a great excuse.