While you might not like the pens, if you stopped and looked at the workmanship and craftsmanship you would likely agree that it is superb.
Not all tastes are the same. Bubba Watson was wearing a watch at the masters that I would not wear even if it were free and I was at a convention of blind folk but it sells for a very high sum. I will acknowledge that the technology of the watch is amazing but it is still butt ugly.
Few companies do better engraving and casting in precious metals with greater detail than Montegrappa and while you might not like some of their efforts it is hard to deny the quality.
This goes without saying, but we were discussing primarily about the advertising. A company that makes such stuff should at least make good ads for it.