So I'm in a line, I'm waiting for my name to be called, there's a huge TV on with no sound and it's showing an ad for a new Colgate tooth whitening product, with pictures of smiling people with white teeth and big big splashes of whiter-than-white paint. OK. The product's name? "Optic White."
WTF? Are we completely illiterate now? Who the hell greenlighted that? Was it lurking in his subconscious?