I would disagree, marketing is used to sell the product. I would submit that how DVD wants the product to be used is irrelevant and really mostly unknown.
Agree with that. Marketing is all about appealing to tastes of the target audience. When you market exclusively to Disney theme park fans, the audience is pretty narrow. But when you use RCI as a vehicle for marketing to fans of Aspen, Lake Tahoe, Myrtle Beach, NYC and more, suddenly the audience grows.
In the deep, dark recesses of DVC, they may have some ranking of how they would "prefer" points to be used. But the primary purpose of DVC's marketing is to sell points, not to direct the actions of point-owners.