Three year olds are clever people. Take the example of my son who vehemently resisted our pleadings to ingest more food: “My stomach is full. There is just no place left for any more food”. But his resistance turned to enthusiasm when, just a few moments later, some ice cream made an appearance. Upon being reminded that by his own admission his stomach was out of room, he scoffed dismissively: “That’s my stomach for food. Ice cream goes into a different tummy“.

It is less humorous and hardly clever when a corporation adopts this line of defence. Nevertheless, time and again, this is the very approach employed by corporations both vending products and selecting them. Like most subterfuges the effect is achieved through wordplay, in this instance the [mostly] false dichotomy created using the words ‘consumer’ and ‘enterprise’.
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