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Article:

Grisolia: 'Mystique' boosts profit margins, even when marketing meatballs

Though I can't prove it, I suspect that the use of "mystique" – the creation of an air of mystery, not the word itself – originated with Middle Eastern spice and perfume merchants thousands of years ago. There are some who would have you think that "mystique" is a creation of French wine merchants as their way to sell more wine, but the phenomenon seems to predate the French. Regardless, the use of "mystique" has always made it easier to profitably sell a broad range of products – including meatballs.

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