It is a common trend today, that companies highlight the new features of their products that make them stand apart from the rest. This is often used as a marketing strategy to attract the attention of customers and propel them into buying their products. In my opinion, the emphasis on novelty in a company's product has both positive and negative impacts. On a positive note, companies gain more attention to their products and customers are often enticed by their product's distinct characteristics. In contrast, businesses can deceive their buyers by making claims regarding the innovations of their products that are not true and if these are not well examined, can eventually lead to harm.