|Think of yourself as an objective, confident, albeit totally unqualified and frequently blatantly ignorant voice speaking at a panel you shouldn't have been invited to.|
This document was supposedly leaked internally... (Although I get the feeling there's a PR ploy behind this).
And it goes very much against the grain of what most of us are taught about writing copy.
Definitely works for them though. They've been doing great. I personally check their app on my Iphone daily. The personality of the copy is a big reason why.
|Humankind has been playing with fire for years; now we can harness the bronzing essence of the fiery sun in a gentle mist, proving once and for all our dominance over the weak, inanimate solar system.|