If you make a claim for your product/service you better make sure it's a reflection of current behaviour. This struck me when I saw the inside lid of the Haagen Daz just now. It says
We began more than 40 years ago with three flavors, and it took six years to develop a fourth. That's the patient and uncompromising approach we've taken to every new product we've created ever since.
A nice claim to heritage and authenticity except that, at that rate, they'd only have seven flavours and it sure didn't look like that to me when I was in the supermarket.
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