Fauxthenticity: trying to make your product or service seem less mass-produced and less bottom-line-oriented than it actually is.
Your lunch is made by a Sandwich Artist? How coarse. I won't even touch one that isn't lovingly crafted by a Sandwich Storyteller. At least.
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The irony is how it has exactly the opposite effect of what the committee of marketers intended when they devised the messaging.
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