The Dictionary: what hi-tech salespeople say and what they mean by it
New: Different color from previous design.
All new: Parts not interchangable with previous design.
Unmatched: Almost as good as the competition.
Designed simplicity: Manufacturer’s cost cut to the bone.
Foolproof operation: No provision for adjustments.
Advanced design: The advertising agency doesn’t understand it.
Field-tested: Manufacturer lacks test equipment.
High accuracy: Unit on which all parts fit.
Direct sales only: Factory had big argument with distributor.
Years of development: We finally got one that works.
Revolutionary: It’s different from our competitors.
Breakthrough: We finally figured out a way to sell it.
Improved: Didn’t work the first time.
Futuristic: No other reason why it looks the way it does.
Distinctive: A different shape and color than the others.
Re-designed: Previous faults corrected, we hope.
Hand-crafted: Assembly machines operated without gloves on.
Performance proven: Will operate through the warranty period.
Meets all standards: Ours, not yours.
Broadcast quality: Gives a picture and produces noise.
High reliability: We made it work long enough to ship it.
SMPTE bus compatible: When completed, will be shipped by Greyhound.
New generation: Old design failed, maybe this one will work.
MIL-SPEC components: We got a good deal at a government auction.
Customer service across the country: You can return it from most airports.
Unprecedented performance: Nothing we ever had before worked this way.
Built to precision tolerances: We finally got it to fit together.
Microprocessor controlled: Does things we can’t explain.
Latest aerospace technology: One of our techs was laid off by Boeing.
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