On Thu, 29 Jan 2004 21:25:18 -0800, John Caldwell wrote:
It's quite simple really. Bose has successfully tapped into the largest
potential market for home audio equipment in the world. The one that could
care less about how it sounds. Because this market is basically insecure
couldn't care less. *couldn't* care less.

To say that they "could care less how it sounds" means that they are capable
of caring less, that they in fact do care.
about the category to begin with, the ads help remind them how smart they
were to have bought the brand. If you study the ads carefully, they are as
much about helping those who have already bought continue to justify their
purchase as they are compelling more insecure drones to buy it for the first
time. The tidy form factors don't hurt with the wife acceptance factor
either.