Here’s something I wonder about.

Lately I have been seeing a lot of adverts for magazines and CDs. And usually the advertiser is trying to convey the impression that the particular item is slightly upper shelf. You know, this is a desirable product for desirable (and discerning) people.

Most of these ads come with the standard byline (or disclaimer): Available only from better than average retailers.

My question is who determines what’s average, and then, what’s better? Further, what’s to say that any given magazine or CD is better than average and deserves to be in a better than average shop?

Sure there are niche shops, boutique shops, and top of the shelf shops. There are also cash and carry super saver marts for the rest of us. And so it appears there is also a range of shops sitting in the average band.

It seems better than average items can only be found in better than average shops. Not top of the line shops though. Nor in lower end retailers either. Just somewhere in these shops that are above average. Where ever the hell such places are.

I hope you are enjoying reading this above crap by the way. disassociated is, after all, an above average website ;)