Companies spend anything from a few hundred to several millions each year on marketing their products to the masses.
Virtually none of them talk about how ordinary their product is, or how expensive it is compared on a like-for-like basis with competing products.
As consumers, we almost expect the adjectives extolling the virtues of 'Product X' or 'Service Y', rather than the brutal, honest truth about their ordinariness.
Under-promising and over-delivering is often not seen as a viable option for many businesses, as screaming headlines with seemingly irresistible offers from bitter rivals can often capture the imagination and wallets of 'cash rich, time poor' buyers...and make the difference between survival or failure.
So they 'pimp their prose', 'accentuate their positives' and apply a healthy dose of lipstick on their pig of a product.
Of course, the clever marketers know very well not to tell an outright lie. The risks are far too high these days. What many appear to be doing these days is stretching the truth to breaking point - you know who you are - and staying on the right side of the ethical divide (just) and just under the radar of advertising regulators.
Ultimately - and in my humble view - the modern consumer generally accepts and is savvy about the extent of 'weasel words' used in advertising campaigns, and can filter out the more fantastical claims and vivid imagery used to push everything from acne cream and air fresheners to vintage champagne and luxury cars.
Where people are less accepting is a brand not living up to its hype.
If you're brand owner concerned about preserving your reputation, check out the eight things that can hurt you below.
Thoughts on customer service, communication and, of course, reputation management.