You really nailed it, plus it constantly creates this cloud of confusion in the consumer’s mind.

I do a lot of electronic repair, and I see people make incredibly stupid decisions because they are convinced by one small detail that the manufacturer emphasizes, which has no actual bearing on quality!

For example, I do a lot of repair for different types of salons in my city. I might repair professional hair tools that don’t have available replacement parts, or I will fix professional nail UV lights. I fix vacuums for one-woman small cleaning companies, etc.

And I see very interesting things. Every one of the small businesses I serve, also has a small second-hand market that goes along with it. They are constantly buying and selling their used devices among one another.

I will see those markets completely collapse when a manufacturer that has made a device for 15 years suddenly adds the word “xtreme” to the product. Like magic, the used salon tool that was selling for $200, is now worth $50 at best because it’s not “xtreme”. Exact same device. They are professional workhorse tools that have not changed in 40 years.