I was grocery shopping and poking through the toothpaste section looking for a good deal. Saw lots of things like this on the labels: "Advanced Formula" "Micro-Cleaning Crystals" "Ultra-whitening" etc. Looking that the ingredients, they all mostly look the same. Do those phrases actually get people to buy a product? I did what I usually do... pick the one that was cheapest. Don't get me started on the organic section and the labels used there... I'm all for buying locally grown produce (because it is fresher) and locally farmed eggs (fresher eggs). But most of the hype irritates me. I have been a skeptic ever since I was a 16 year old working at a small water ski manufacturer. I won't name them because they are still in business, but they taught me a lot. We built fiberglass and wood water skis, and most models were considered "high performance" by the ski buying public. I worked in most departments there at one time or another, but my time in the 'glass department taught me about how ingredients can be used to trick buyers. One of the models was marketed as an extreme performer because it incorporated a high tech (for the 80's, anyway) carbon fiber composite material impregnated into the fiberglass resin when the ski was baked in the press. This stuff was (I was told at the time) super expensive. When I was taught how to assemble the fiberglass sheets, I was very surprised that the carbon fiber sheet was about 8 inches long and 3 inches wide. It was sandwiched between sheets near the ski tip, the top layer was buttoned up, and off it went to the press. I was like, are you kidding me? What does that little sheet do? My boss basically laughed and said "nothing", it just allows us to slap a decal on the ski saying it is carbon fiber reinforced. He said it didn't matter if we leave it in or leave it out, the ski works the same either way. It would have doubled the price of the ski, though, to incorporate the stuff all throughout. The ski was priced, however, higher than similar models that did not have the "reinforcement." The tactic worked pretty well, the higher end ski was the place's top seller. One of the builds had a cosmetic blemish, so was rejected, and I was able to buy it for a discount (that was back in 1987). Some friends have it now and still use it. That ski is indestructible, but it has nothing to do with the "carbon fiber reinforced" decal that has long been worn off. In fact, that ski I "forgot" to put the sheet in it. I did that a lot - by boss's instruction - whenever our stock of the stuff was low.