Of course, it's just the symbolism of the whole thing. I now realise that my comment had a bit too much pathos, and could easily be interpreted as looking down on the creator of this harmless concept. Companies waste such an insane amount of resources on advertising alone, that this fun little project can not be seen as morally problematic. It's just so on the nose, and together with the current bad press surrounding of thermal paper due to health concerns, it felt like satire to me.

But thank you for your "writing on paper" example, that was a useful one. It made me realise how my comment would have to be construed by someone lacking the context I had created in my head :)