Is there something dodgy behind the `We buy gold� adds?

It seems that in the last few months, gold adverts are everywhere! On buses, on the tv, on posters, on the radio... which spurs me to think that gold merchants out there are well aware of the money to be made out of gold atm. In my city robberies tied to jewelry have suddenly exponentially increased! In times of crises, people are prepared to sell their limited gold for cash (for undervalued prices as well). This is to me is taking advantage of people's lack of information on the industry and the commodity's price in the global market. So... Keep hold of your GOLD!