geared 4me- You missed my point completely, I was just pointing out that the industry is flawed and unless we as consumers put an end to it it will continue. Superiority? I highly doubt that, I come from very humble beginnings and when attacked by people who misinterpret I fall back on my service and the freedoms that we as proud Americans are afforded. Everyone has an opinion and not once do I ask anyone to bow to my so called superiority. BTW, I did not start by demeaning anyone but rather resorted to a retort due to being attacked for my views on the obvious. If that offends you, then so be it, you are so entitled to your opinion. If you cannot recognize the problems in this industry and the misrepresentation that abounds, I truly feel sorry for you as it will continue. I was forewarned that this topic would spark disdain and comments, but I for one will not go through life taking a marketer's flowery description based on flawed science.