The Dictionary: what hi-tech salespeople say and what they mean by it

New: Different color from previous design.

All new: Parts not inter-changeable with previous design.

Unmatched: Almost as good as the competition.

Designed simplicity: Manufacturer's cost cut to the bone.

Foolproof operation: No provision for adjustments.

Advanced design: The advertising agency doesn't understand it.

Field-tested: Manufacturer lacks test equipment.

Direct sales only: Factory does not sufficient sales margins to distributor.

Years of development: We finally got one that works.

Breakthrough: We finally figured out a way to sell it.

Improved: Didn't work the first time.

Futuristic: No other reason why it looks the way it does.

Distinctive: A different shape and color than the others.

Re-designed: Previous faults corrected, we hope.

Hand-crafted: Assembly machines operated without gloves on.

Performance proven: Will operate through the warranty period.

Meets all standards: Ours, not yours.

Broadcast quality: Gives a picture and produces noise.

High reliability: We made it work long enough to ship it.

New generation: Old design failed, maybe this one will work.

Customer service across the country: You can return it from most airports.

Unprecedented performance: Nothing we ever had before worked this way.

Microprocessor controlled: Does things we can't explain.