So you pre-pick the brand of soap your going to buy?
All the more reason advertisers want your eyeballs-- you're loyal to your brand. One day you're going to need to buy diapers, or ointment, or any of a million other things you don't currently purchase. They want you to have some pre-existing knowledge of their brand. All other things being equal, it'll make it more likely you'll pick them. And become a customer for life.