…in-Class” horsepower. Much of that verbiage is still commonly used by marketers in many categories. But after a while, the language of superiority and size became an arms race of sorts, where marketers tried to continually out-better the competition. And many consumers had heard enough of the bigger-is-better argument. So there was a pivot to the next area, authenticity. Where smaller was more unique, and therefore better or more desirable.