Definition of covet (http://dictionary.reference.com/browse/covet) -
1) to desire wrongfully, inordinately, or without due regard for the rights of others (example: to covet another’s property)
2) to wish for, especially eagerly (example: he won the prize they all coveted)
Clearly from the brochure you link to, the ad is referring to definition number two. Isn’t that what businesses are supposed to do? To create a strong desire for their product? The brochure is nothing more than an example of classic advertising, a staple of capitalism and free enterprise.
No, the use of the phrasing "thou shalt" clearly refers to the Tenth Commandment and the coveting prohibited therein.