I’ve purchased a lot of product in my life. And if there’s one selling point that gets me more than anything else, it’s something that’s “built from the ground up.”

Whenever I read this, all my consumer concerns melt away. I hate nothing more than buying something that’s built from the ceiling down — or worse, built upon or added to something that already has a sound foundation.

Now I realize some people may glaze over this cliche. Not me. It’s irreversibly tied to the action of me removing my wallet and reaching for plastic. Hook, line, and sinker.