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Is "luxury" a marketing adjective that has reached that rarefied state in which it actually means the opposite of its original definition? I can't think of the last time I saw the word 'luxury" used in marketing to describe something that was truly luxurious... but depressingly non-luxurious products and services seem to be so described on a regular basis.


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It shouldn't be too surprising to find that yet one more word or concept has been "done to death" by the American Marketing Machine. We do it with almost everything. Music,fashion,catch-phrases...Whenever they can determine that something has potential, they bombard us with it to the point, that it no longer has meaning or we are so entirely sick of it that seeing/hearing it ever again is an unwelcome prospect.
Now they just need to identify what the next "Gold Standard" will be. If "Luxury" is now used to describe the norm, then the really good stuff will be....?

Good question!

In a vaguely related note, in software development, the usual term for the final, ready-to-manufacture copy of the product is "Golden Master." I once worked on a project where we thought it was done and issued a Golden Master, only to find out that we were mistaken. We made a "Platinum Master." That, too, was found to have problems. So the engineer made a "Mithral Master," which I believe finally made it through to manufacturing.

By the way, I can't think of another case in my career where something like that has happened, but once is more than embarrassing enough.

i think this is just one of many typically postmodern instances when the relationship between the subject and object loose all connection. its less about the thing than the look/surface/context of the thing. or, like manny laundry detergents read: New and improved package, same great product! ;-)

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