The Willy Wonka Experience event in Glasgow described in the BBC article is reminiscent of the Fyre Festival scandal we learned about earlier in the semester. Billy McFarland and Billy Coull both were very good at marketing. They failed to plan safe, legitimate events, but they masterfully leveraged the marketing for the events. They oversold a fantasy-like dream event that would be a once-in-a-lifetime experience. While Coull used artificial intelligence to create dream-like images of a false reality, McFarland did a similar thing, by inviting models to an unfinished beach. The viral marketing campaigns set the expectations of the events very high. With little regard for the safety and trust of the attendees, the two scammers proceeded to host the events without proper safeguards in place. McFarland used supermodels Bella Hadid, Emily Ratajkowski, and Allesandra Ambrosio, flashy music videos, viral social media posts, and people with established names in the music industry to sell his event. Coull used the popularity of Willy Wonka & the Chocolate Factory, Wonkathe film starring Timothée Chalamet, and artificially generated images to sell his event. Both men acted unethically and had to accept that they intentionally frauded people with the priority of making money. This violates virtue ethics and utilitarianism. Billy McFarland and Billy Coull prioritized profit over people. Planning large festival-style events like the Willy Wonka Experience and Fyre Festival isn’t easy. McFarland and Coull had the opportunity to take a step back and plan legitimate events but chose to prioritize creating viral idyllic marketing campaigns instead. This is what led to the downfall of both events. The stunningly beautiful marketing campaigns created a higher expectation level which only increased the disappointment for attendees of both events.