Wives matter! According to David Ogilvy: 

“Never write an advertisement which you wouldn’t want your own family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine.” 

Betts does NOT like being lied to.

Additionally, says, Ogilvy:

“The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.”

Not sure where Don falls on this belief. On the one hand, it’s obvious that he thinks of Betty as an ideal female consumer (like with the Heineken fiasco) but maybe, for Don, it’s more about ‘lies well disguised’? As in, “try not to lie to your wife but if do, at least do it well. Here, buy some diet cola.”

Thanks to Mark Malazarte for the quotes.