It goes like this: “You give me money and I’ll give you ABC.”

Rarely, however, does ABC live up to the hype. Rarely is it even a dim shadow of what you were led to believe. This is the essence of the art of selling: Always Be Cheating.

Even better is when they say: “Give us money and we’ll give you something we can’t be bothered to define.” That’s when they cackle with glee. You don’t even get the false promises and lies.

Take iTunes for example.

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