Wednesday, April 30, 2014

In the kitchenette corner of the office that I sometimes find myself in

There is a coffee machine. It is made by a company called Westinghouse, who may be the same company that "provides fuel, services, technology, plant design and equipment for the commercial nuclear electric power industry", or it may not. On this coffee machine is a slogan: The ultimate coffee house experience.

I have, over the years, grown to love marketing's passion for mirrorworld, "say it and it's so" psychology. Or lying, as others might have it. This slogan is, needless to say, an out-an-out lie. The machine does not provide the ultimate anything. Not the ultimate coffee, nor the ultimate house, and the ultimate experience only in the same way that a filthy squat toilet at a French lorry stop might do.

Unless they mean by ultimate, "last ever", instead of "best ever". In which case, Westinghouse does provide at least my ultimate coffee machine experience.