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Advertising comfort has its place. But if it’s published from a high-rise condo, Netflix playing, while the streets below drown—then it’s not comfort. It’s obscene. While families are trapped on rooftops, schools turn into evacuation centers, and simply anything dry is considered a shelter, a real estate seller decides it’s the perfect time to praise condo investments: close the window, resume Netflix, no floods in sight. It’s not the condo that’s the issue. It’s the sales pitch during a storm. When people are losing homes, telling them to buy one isn’t reassuring—it’s pathetic. There’s a fine line between promoting security and capitalizing on disaster. And right now, that line is under grey water. Investing in a condo isn’t bad. Advertising one isn’t wrong either. But safety shouldn’t be a sales hook when the rest of the country is drowning—especially when the drowning stems from an eight-digit price tag and a five-digit paycheck that, in times like these, was never going to afford warmth to begin with.