First there came upsizing. Everything had to be bigger, from French fries and SUVs to golfers’ clubheads and 7-Eleven drinks. Now the uniquely American urge to take everything further has hit over-the-counter drugs, where it’s all about more strength. Examine a drugstore shelf. It’s almost impossible to find regular-strength Tylenol. Virtually all boxes are labeled Extra Strength. Aspirin and Rolaids are nearly as bad. Want Ben-Gay? Center stage is Ultra Strength Ben Gay, “Strongest Ben Gay ever.” Off in a corner is Original Formula. There’s Maalox Max, even “medical strength” antimicrobial nail solution.
Who said inflation refers merely to wages and prices? It’s not hard to imagine a time when today’s extra strength is tomorrow’s regular strength. And on and on. Which could have important implications if ever applied to Viagra.
