As a marketer, you are in a position to manipulate your customer if you so choose to. But that doesn't mean you should. And when dealing with Gen Y you can either use their characteristics to work with them, or you can use their characteristics to take advantage of them. As you can imagine, in the spirit of the greater good, you should use your market research to work with them.
Students are tired of being strong-armed at the bookstore, and plenty of companies are helping to do something about it.