“New & Improved” is Impossible

While browsing the latest House Industries type catalog, I discovered a tidbit about "outrageous claims" that have become so commonplace that we accept them with little thought. And I quote: "Can something really be new and improved? Saying that it is new implies that it never existed before. Saying that it is improved means that it is better than it was before."
{ with this example, perhaps we’ll soon realize that every product labeled "extreme" is not actually extreme. }