“White coke?” “It’s a trial product.” “Wow, sounds cool. What does it taste like?” “Coke,” 6 says. “Well, yeah,” I say, “but how is it different to, … - Max Barry

The first principle of marketing (okay, it’s not the first, but it doesn’t sound nearly as cool to say it’s the third) is this: Perception is reality. You see, a long time ago, some academic came up with the idea that reality doesn’t actually exist. Or at least, if it does, no one can agree what it is. Because of perception.
Perception is the filter through which we view the world, and most of the time it’s a handy thing to have: it generalizes the world so we can deduce that a man who wears an Armani suit is rich, or that a man who wears an Armani suit and keeps saying “Isn’t this some Armani suit” is a rich asshole. But perception is a faulty mechanism. Perception is unreliable and easily distracted, subject to a thousand miscues and misinformation…like marketing. If anyone found a way to actually distinguish perception from reality, the entire marketing industry would crumble into the sea overnight.

“You.” He stares at me for a second, then shakes his head. “You told me the truth.”
I don’t know what to say. “Yeah.”
“Scat,” he says, a pained expression on his face, “haven’t you learned anything?”

The only thing more amazing than the catalog of brutal methods the company uses to demean its workers is that it thinks it’s helping. Not that the employees are going to say this. Positive feedback is taken very seriously, often ending up in annual reports, but negative feedback leads to HR investigations into employee attitude problems.