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They say that about advertising spend too. I think it was David Ogilvy but I'm too lazy to look it up.

"Half the money I spend on advertising is wasted; the trouble is I don't know which half" - John Wanamaker

That is wishful thinking on their part IMO. Saying that half of X is wrong makes X look like half true. It could be false in a much higher proportion

That's a great point. Never occurred to me.

That's marketing!