It is remarkable how many advertisers think it’s ok to use the word “savings” when the word “discount” ought to be used instead. The word “savings” implies money saved in a bank account or another kind of interest-earning financial vehicle. The word “discount” implies a reduction in the price of something. They do it, of course, to drive impulsive consumer behaviour. To get people to spend money that they wouldn’t ordinarily spend. To dull and to hush the effect of the guilty conscience. In doing this they are quite shameless. In an over-indebted world where people often live well beyond their means and have to face crippling debt afterwards, this really is quite disgusting. And it’s remarkable that we, as a society, allow it to continue without attempting to police it in any way.