Going in the "this is going to get ugly files"...from Steve Elling in the Orlando Sentinel:
That's actually the alchemy of choice for the folks at Bridgestone Golf, who are rolling out a slightly antagonistic national "ball-fitting" program in 2007 intended to take a bite out of Titleist's decades-old dominance of the ball market.
Simply put, the last great sacred cow in golf is about to be paraded into the public square, shot, then ground into hamburger. For the first time, a competing ball company is "outing" a top competitor by shouting from the mountaintop what the industry has whispered among itself for years. To wit, millions of golfers are wasting millions of dollars on balls like the pricey Titleist Pro V1, even though there's minimal chance it will improve their game. In fact, it might be hindering it.
"[Titleist] is the brand they don't have to think about," Dan Murphy, the marketing director of Bridgestone's golf division, said of consumers. "It's an ego thing. Instead of ego marketing, we're introducing logic marketing. There's a quote."
Remember Wally, I just copy and paste this stuff!
But seriously, shouldn't Mr. Murphy be saying that instead of ego marketing, they're introducing logic fitting? He seems to be saying they are trading one form of marketing for another, as opposed to marketing being substituted for genuine fitting.