Extreme marketing-speak
It’s a well-known fact that statements made in advertisements usually boil down to not much of anything. If it came down to a lawsuit, there would be nothing to prove because, well, there is nothing there to prove. Nothing was actually said. I ran across a superb example while shopping for shampoo. Sauve says their shampoos “cost less than more expensive brands.” Once I parsed what this really meant I couldn’t stop laughing. By definition, the more expensive brands cost more. And thus their shampoo costs less. What is it really saying? Not much. It’s true that their shampoos are cheaper than other brands, but they declined to actually say that and instead made a typically fluffy statement of little worth. It’s an art, I tell ya.