Comment by ilamont

they refer to the IKEA purifier as using a “PM2.5 filter”

Take a European brand. Add some mysterious spec numbers to the name, and turn a milquetoast product into something cool or respectable.

My favorite: the "Merkur XR4Ti" which was basically a Ford Sierra hatchback (family car) with a vaguely sporty look and slightly higher performance engine.

https://en.wikipedia.org/wiki/Merkur_XR4Ti