Customers widely regard innovation as essential, and to appeal to them, companies emphasise the uniqueness of their products. Buyers associate innovation with progress and modernity, and business often market their offerings as new and improved. While this approach can drive curiosity and boost sales, it raises concerns about overconsumption and environmental sustainability. I partly believe that the following trend is positive, as it reflects technological advancements and competitiveness, but it also carries drawbacks that cannot be ignored.