I really like this point of view, but it is important to point out that the bar for happiness in life and relationships (as a proxy for "reproduction) is way below our aspirations. You aren't really trying to be like Instagram influenceres because of your "selfish gene". Your "selfish gene" would do better directing you toward fundamentalist communities where reproductive rates are higher. No, you are being influence…
Hasn't Human nature itself been crafted by evolutionary forces? It is conceivable that our ancestors that were more laid back and content were more likely to be out competed by those who were hungry for power and prestige. In fact, as an example, isn't there some often quoted statistic about half a percentage of all living humans having descended from Genghis Khan?
The closest I got to explaining it to him is that Advertising as a profession in the US is the successor to WWII psychological warfare. People are being paid to use your instincts and your worst impulses against you. All day. Every day. It started out weaponized, and now it's industrialized.
To opt out requires a level of enlightenment (literally and figuratively) that few invest in, and some doubt they could achieve even if it were a priority.
We have black hat hackers attacking our brains, and only occasionally do the white hat hackers get any sort of publicity, and some of those have less substance but are more approachable than the real experts. These people are almost always standing on the shoulders of giants, and thus their work feels derivative (eg, Marie Kondo), which is off-putting to people. Their style-over-substance makes them in effect hyper-palatable people, which is a form of cognitive dissonance with the message.