Brand questions

Given a choice between a product endorsed by Hitler and Gandhi, which one would you buy? I see the two very opposite world leaders as polarizing figures in history and in an ethics class. But the advertising world of today sees, in both, brand icons. Gandhi has been off limits for branding for some time now. But given Gandhi's goody-two shoes legacy, it's understandable. But what about Hitler? What exactly is a brand trying to appeal to in a consumer's sensibilities by using Hitler? Power? Ambition? Ruthlessness? Hatred? A psychopathic killing instinct? What? It makes you think, doesn't it?