Agreed. That expense will be factored into the final price whether that money goes into a government program or a private advertising agency.
And again, the industry actively lobbied for this; the government didn't twist their arm and demand they apply for this program. This isn't the government butting in where they aren't wanted; this is them being invited in, offered a seat, and given a cup of tea.
And, again, who cares? If the industry wants it, let 'em do it themselves and not get the government involved. Since they can't work it out in their own organization, they decided to get the "big guns" of the government to "make them do it" and inflict it on the customer.
"Oh, please, Massa Government, don't throw me in that ol' briar patch ..."