Marketing buzz-words are, sadly, a staple of modern life. And it's a staple that is often served up in the world of scientific equipment. On a daily basis I get emails imploring me to consider the latest cutting-edge, turnkey solution with an intuitive interface backed by the proprietary technology that promises to disrupt the industry. (.. .1 often wonder just how much 'disruption' the 'industry' can take before it simply lay in ruins.) But in truth, this trend is nothing more than marketers trying to impress both their clients and cynics like me. They are just doing their job.
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