Following this semantic drift: I recall an advertising slogan that went something like, "You might think it impossible to improve on perfection, but we have done it with our new [whatever it was]!". It's from from Dorothy L Sayers' "Murder Must Advertise", which is set in an ad agency & based on memories of her own work with Benson's, where she invented the Colman's "Mustard Club" and the Guinness Toucan & other animal ads; in which case it could well have been a real slogan she remembered from then.

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