New bull just in…

Ersatz traditionalism: 1. Pretending to be traditional. 2. Nasty tendency for so many modern brands to claim authenticity; imitation of the real thing; artificial background trumped up company librarian who tracks down an ancient ancestor of the founder who once worked as a blacksmith; faux history generated in the vain hope that someone won’t rumble it via thorough research online. (see Authenticity; Back story; Provenance)

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