The writer wanted to draw attention to what he thought was a brilliant line: “Consumers don’t buy products, they buy an extension of themselves.”
The Insincerity of Words and Sex.
Robert Cormack

The writer had it almost right. More than extension, it’s ego projection. What do I fantasize myself as? What does this item promise it will empower me to be? Which of course is why Mad Ave learned eons ago — sing along with me, Robert — to sell the sizzle not the steak.

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