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"Sure, their takes are always a bit edgy, a bit haute couture, but ultimately they reify what a substantial portion of the market and those in power are primed to believe. Just as with any other kind of fashion, the easiest sell is to refurbish and repackage what was popular"

Does this not remind you of Denis Dimbleby Bagley's speech in How to get Ahead in Advertising? It runs like this:

"Let me try and clarify some of this for you. Best Company Supermarkets are not interested in selling wholesome foods. They are not worried about the nation's health. What is concerning them, is that the nation appears to be getting worried about its health, and that is what's worrying Best Co., because Best Co. wants to go on selling them what it always has, i.e. white breads, baked beans, canned foods, and that suppurating, fat squirting little heart attack traditionally known as the British sausage. So, how can we help them with that? Clearly, we are looking for a label. We need a label brimming with health, and everything from a nosh pot to a white sliced will wear one with pride. And although I'm aware of the difficulties of coming to terms with this, it must be appreciated from the beginning, that even the nosh pot must be low in something, and if it isn't, it must be high in something else, and that is its health-giving ingredient we will sell."

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Dylan Scott's "less effective" is a little too compressed, when you're talking about risk reduction factors around two rather than, say, ten. "Incredibly effective" would be another way to say the same thing.

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