“They have come across an aspect of product performance about a brand that is startlingly impressive: that a Land Rover is designed to be able to drive 4,000 miles continually off-road, for example; that the airline I flew in on this morning had a masseuse on the plane that gave me a neck massage when I woke up; or that an ice cream that was forced upon me last night contained preposterously large chunks of Toffee Chocolate Fudge.”