What's in a Name?
Supermarkets now carry their own products to compete with the national brands.
Those "house" brands are not in felicitous position because they cannot be
advertised widely. Supermarkets overcome this encumbrance by making those
brands less expensive. Many people believe in the shibboleth "you get what
you pay for", and they purchase items under the premise that quality varies
as price does. Are the claims made by the nationally advertised brands bogus?
How can one bread company substantiate its nutritive superiority over another?
As there is no incontrovertible evidence, the more expensive bread(or coffee,
etc.) must be compensated by increased advertising. They make inordinate claims
, using those raucous techniques proven so successful in convincing the frugal
customer to switch to more costly product.


to twist around one's finger--to control completely.
He winked at the little girl's bad behavior; she had him twisted around 
her finger.