It’s not uncommon for a product or service to have certain markers of high quality that come to be recognized by the market for that good. Over time, marketers can start to emphasize those things over the actual quality of the thing in question. Those indicators might be easier to produce or cheaper to create than a quality product, especially if a quality competitor already exists that you can’t beat.
In other words, beware of the shiny packaging. Some things aren’t good, they’re just bright.
The Opportunity Machine 