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I was running errands today and saw a company minivan emblazoned with branding. The company ‘s name is PETS. Thier tag line is “PETS for pets.” PETS stands for P<\/strong>ersonal E<\/strong>nrichment T<\/strong>raining and S<\/strong>ervices. I don’t know what they do, but i think it has something to do with obscenely rich people’s pampered shitzus.<\/p>\n But what does PETS mean? As a whole, it means absolutely nothing. But look at each element individually and we get a different story. “Personal<\/strong>,” well that means it for me, its something I can build a relationship with, its something that makes me feel listened to and cared about, so this is a good warm fuzzy start. “Enrichment<\/strong>,” well who doesn’t want to be enriched? If being rich is good, then getting EN-riched means getter richer, and getting richer is better. And food that’s enriched is always better for you, so this sounds good too. “Training<\/strong>,” well I want to be a better me and training is the way to do, and hey, I’ll bet these people with the branded minivan are just the folks to train me. “Services<\/strong>,” mean they are here to serve me, I will be thier king and they my minions, I will be a strict by benevolent king and they will make me feel as big as I truly deserve to feel. And I love my pets, so this is all good–sign me up damn it!!<\/p>\n I still have no clue what they actually do. But it doesn’t matter. Meanings are irrelevant. This is a kind of marketese beat poetry, where the whole is entirely meaningless. What matters are the rythmic flows and elocution of each particular vague connotation that blends into a single vapourous, seductive sense impression. <\/p>\n This gibberish is by design much much less than the sum of its parts–it is a counter-gestalt<\/p>\n","protected":false},"excerpt":{"rendered":" I was running errands today and saw a company minivan emblazoned with branding. The company ‘s name is PETS. Thier tag line is “PETS for pets.” PETS stands for Personal Enrichment Training and Services. I don’t know what they do, but i think it has something to do with obscenely rich people’s pampered shitzus. But […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[6],"tags":[],"class_list":["post-83","post","type-post","status-publish","format-standard","hentry","category-old"],"jetpack_publicize_connections":[],"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/parCYG-1l","jetpack_featured_media_url":"","_links":{"self":[{"href":"http:\/\/www.scoobr.com\/niblettes_old\/wp-json\/wp\/v2\/posts\/83","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.scoobr.com\/niblettes_old\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.scoobr.com\/niblettes_old\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.scoobr.com\/niblettes_old\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/www.scoobr.com\/niblettes_old\/wp-json\/wp\/v2\/comments?post=83"}],"version-history":[{"count":1,"href":"http:\/\/www.scoobr.com\/niblettes_old\/wp-json\/wp\/v2\/posts\/83\/revisions"}],"predecessor-version":[{"id":420,"href":"http:\/\/www.scoobr.com\/niblettes_old\/wp-json\/wp\/v2\/posts\/83\/revisions\/420"}],"wp:attachment":[{"href":"http:\/\/www.scoobr.com\/niblettes_old\/wp-json\/wp\/v2\/media?parent=83"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.scoobr.com\/niblettes_old\/wp-json\/wp\/v2\/categories?post=83"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.scoobr.com\/niblettes_old\/wp-json\/wp\/v2\/tags?post=83"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}