I just received an email from my chum David Ashton in Australia. He was sharing a joke he'd received from someone at Microchip.
The gist of this email is to take the sorts of claims you see in marketing materials and provide the real-world translations. The examples David provided are as follows:
|Rugged||Don't plan to lift without major equipment.|
|Robust||Rugged, but more so.|
|Lightweight||Slightly lighter than rugged.|
|Years of development||One finally worked.|
|Energy-saving||Achieved when the power switch is off.|
|No maintenance required||Impossible to fix.|
|All new||Parts not interchangeable with those in previous system.|
You have to admit that a lot of these seem very true to life. Can you suggest any marketing claims and their real-world translations that you think should be added to this list?
— Max Maxfield, Editor of All Things Fun & Interesting