Honesty and accuracy take second spot. They're "nice to have" but not "mandatory". Punchiness and usability in an ad is what it's all about
I agree on accuracy, not on honesty. But, of course, it's a question of choice and of the kind of connection you want to have with users.
Think to the Novell slogan:
Your linux is ready! Are you?
Does it attract the attention? Yes. Is it convincing? No. Why? Because it's not true. Together with the comparison with Vista, it's just full of hype, and users can perceive it immediately. And you loose of credibility.
The old, definitely more honest,
SuSE - Simply change
worked (and might still work) a lot better, just to cite an example.
Regards, Alberto
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