Beemer specific

David: "That's a bad advertisement."

Me: "What does it say?"

David: "It's for BMW. It says, "Distilled, Yet Not Reduced."

Me: "That is a bad ad. I mean, we only associate the word distilled with what? Bottled water. And what is distilled, anyway?"

David: "Yeah, we don't even really know what it is."

Me: "I do know that distilled doesn't mean reduced. When you distill water, you don't make less water, you just take the junk out, right?

David: "I guess so."

Me: "The bottom line is, if you have to spend time thinking about the word distilled, then how it relates to the word reduced, then how those words might be considered marketable when selling a car, well, by then you're so pissed off you just want to buy a Mercedes!"