What is hyperawesomeoxity, you say?

Anything that a marketer uses to one-up themselves.....constantly.

It's gotta be the biggest irony I find in my business. The idea that products and services will be in perpetual improvement. That there will always be an "improved" Dawn dishwasher detergent. That there will always be a newer version of the iPod. That a single anything is never enough. And to me - that's worth talking about.