The surf company Billabong currently sells a pair of swim trunks for $150. No joke. Check it out at this link. But if the link goes dead at some point in the future, I’ve grabbed a screenshot and put it here below.

How the heck can you justify a $150 price tag for something that costs a third of that amount under normal circumstances? Well, you do it by saying things like: “the pinnacle of boardshort design” and “Platinum X Airlite fabric.”

Marketers get paid to make everyday things sound like technological breakthroughs. They get paid for that because what they do often inspires consumers to cough up more cash for certain products. They cast a VERY convincing spell (and not just for surfing apparel, obviously). But the spell is easy enough to break. Just ask, how would I describe this new feature in normal English? Here’s a translation for the $150 swim trunks:

“micro perforations” = “the fabric is kinda bumpy in a way you won’t notice”

“Mirco Repel coats fabric to eliminate saturation” = “Scotchgard”

“Laser cut drain holes” = “a hole in the pocket to let water out”

This works for anything that has been given a thick glossy coat of marketing jargon. Breaking the spell will save you money and make you feel happier about the things you already own.

Source: WBQ Original

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