This paper responds to a 2004 paper by Paul Gibbs in which he remonstrates that marketing currently has no concern with the notion of well‐being; and furthermore that marketing lacks ‘an adequate moral grounding’. Gibbs advances the moral expectation that marketers consider not merely satisfying their actual customers, but also consider the well‐being of the larger society. However, this paper contemplates whether such an expectation is not due to some confusion by Gibbs between satisfaction and exchange in marketing, and questions (...) whether marketing could pursue such aims. (shrink)