Decades ago, Macy's department store was sitting on a pile of terrycloth robes. They were nice robes. Then a genius named Bernice Fitzgibbon grabbed them : "They aren't robes anymore, they are blotters. That's what the Europeans call them. That's how I'll sell them".
Fitzgibbon's ads for Blotters started a run on Macy's inventory. Sales skyrocketed. Macy's terrycloth robes was still just a terrycloth robe... Or was it ?
Morale : Sometimes, it's all in how you say it.