I don’t get this.

But isn’t that the point?

I see a lot of critics of products and commercials say, “I don’t get it.” I don’t think that is a valid criticism. It leads to spoon-feeding. Making the message plain enough that everyone gets it. The problem is you end up with exactly that: a plain message.

Someone sees Picasso Pesto and Salvador Deli, and they say, “I get it.”

They also say, “I’ll get it from these guys… because THEY get it.”