guerrilla advertising

Wow. Michael Bierut's lecture was amazing. As he spoke on Friday about the recent campaigns he has engaged in, I found it quite relevant when he brought up the issue of guerrilla campaigns (particularly the Ted fiasco). I noticed how the vibe in the room immediately became jovial as we all watched these unsuspecting people thank a fictitious man Ted was responsible for so many kind acts around the city of Denver. Advertising agencies seem to be resorting to these underground techniques more and more, probably in order to engage on a personal level with their audience. We are all so cynical about advertising, because it feels a lot like coercion - and guerrilla marketing seems to be a way to undermine those sentiments.
Furthermore, I am not sure if this technique is horribly sneaky, or brilliant. I know I would like Ted to buy me flowers, or a cup of coffee, but when I found out who Ted really was, would it make me feel more manipulated than a traditional advertising campaign? Who knows, we'll just have to wait for Ted to come to town.