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Trends in Marketing: Protesting Too Much

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This Venice rental sounds perfectly nice with its bamboo ceilings, walnut cabinetry, palm tree wood floors, roof deck, and sliding glass walls. But why does the listing have to keep mentioning that the house isn't going to kill us?: "thoughtfully finished with unique, NON-TOXIC and beautiful renewable materials that succeed the most stringent codes for healthy, renewable, non-toxic living." In fact, the listing sounds like a worrier in general: "Designed as a MODERN FORTRESS with many hidden safety and SECURITY FEATURES and structurally engineered and built to withstand a 10.0+ earthquake." [Craigslist]