Some co-workers and I were at Costco today, and I saw this display for the Acer Aspire S3 ultrabook. We had a debate as to what the slogan at the top meant.

Some people people thought it was saying, “We know you’ll think this is a Macbook Air when you look at it, but in fact it’s better than that.”

My brain, however, took the more generic route: “This product is better than the usual crap we produce.”

The problem is that I initially read it to say, “It’s not what you think. It’s good.” That has a very different meaning.

They probably mean, “However good you think this product is, it’s actually even better.” They just didn’t take into account how the slogan would sound to someone who thinks it’s not a very good product.