How many brands and businesses I wonder, perform the promise rather than keep it, satisfying themelves instead with sending a double to the hard moment and hoping the audience won't notice the substitution? The airline that sells you a experience and delivers a call centre populated by underpaid contractors reading from a script at 11pm when your flight has been cancelled and all you need is a hotel. The hotel that puts "passion for hospitality" on its walls and a QR code on the table where a waiter used to be because they're "short-staffed tonight." The telco company that promises to make life simpler and whose customer service is a chatbot maze that would make Kafka proud. The bank  that's all about being on your side and then restructures its branch network into oblivion. The food brand that tells you about its sustainable farming practices - knowing that there is no legal definition of "sustainable" as a marketing term.