Every new brand talks about how it’s here to revolutionize, disrupt, or upend its industry.  Even when the industry in question is dishware, bed sheets, shampoo, or luggage, these startups want you to believe in their game changing powers.  And they’re willing to spend a boatload of money on social media advertising to make sure the world knows just how revolutionary they are.

For two years, my social feeds and blog reader have been filled with ads for Sarah Flint shoes.  A comfortable shoe that’s also luxurious?  Let’s give this a try.

Several years ago, I purchased the Harry Josh blowdryer during a Dermstore sale and never looked back.  The dryer cut my dry-time in half. It was lighter, quieter, and never scorched my hair. Harry Josh was my one true love.  I even traveled with my dryer, because once you’ve experienced greatness, a bargain basement hotel dryer will not do.  And if I’m willing to sacrifice …

On Monday, I had never heard of Sheertex nylons.  By Friday, I’d seen a half-dozen ads and received a similar number of DMs asking if I’d tried them.  Sounds like a recipe for a Saw It On Social.