We're All Suckers?

How The Marketing Machine Has Brainwashed Us

We’ve all been brainwashed to believe only brand-new stuff is worth buying.

Companies spend billions — literally billions — to convince us that if a box is even slightly scuffed, the product inside must be broken, dirty, or haunted. God forbid you buy something labeled “used” or “open box.” What are you — a monster?

Here’s the truth: we return perfectly good stuff all the time. You do it. This week at my house, I did it. Kitchen towels arrived. They were in the wrong color. That’s it. I returned it. Maybe you panic-bought something and instantly regretted it. Maybe your spouse looked at the box and said, “Seriously? Another air fryer?” Back it goes.

And guess what? That same item often gets resold for way less — even though it still works perfectly fine. The only difference? You didn’t get the pleasure of peeling off the factory plastic yourself.

A few days ago — even knowing everything I just told you — I bought something brand-new, full price, that I absolutely could’ve gotten gently used for 60% less online. Same exact model. Same condition. But I didn’t. I went new.

Why? Because it made me feel good about myself. Because opening the box felt like I was treating myself. Because “used” somehow felt like I was settling — like it said something about me. And you know what? That’s dumb. I’m the one who makes a living exposing these traps… and I still walked right into one. That’s how powerful the marketing machine is.

The word “used” makes us flinch. So retailers dress it up as “pre-owned” or “open box” or “factory renewed.” They know “return” sounds gross — like someone licked it. Even if it’s just a Bluetooth speaker.

We’ve been conditioned to pay more for “new” — even when “used” is just as good. And that mindset? It’s quietly draining your bank account.

I’m not saying go buy used socks or someone else’s toothbrush. But a drill? AirPods? A kitchen gadget someone opened and changed their mind about? Why not?

That’s when I discovered Amazon’s secret resale store — yep, it’s real — where they quietly sell returned and used items for up to 91% off (literally 91% OFF!) I’m talking power tools, tech gear, even hair stuff. But is it a goldmine or a landfill? How does the stuff arrive? Does it work? Is it gross? I bought a bunch and tested them myself. Some were surprisingly awesome. Another item… not so much.

Stuff You Should Know…

• Best Bluetooth Speakers of 2025? I Tested Them!

  SHOP THE SPEAKERS HERE

• ALDI Just Dropped Grocery Prices: Major Discounts on 400 Items

• Summer Hotel Deals: 20% OFF Rooms & Free Meals

• The Airlines Owe You Money: How to Get Paid When Your Flight is Canceled

• Speaking of Flights…Airlines Are Canceling More Trips Because of Tariffs

I’m Obsessed With This…

Last week I shared my top Father’s Day gift picks — and wow — I did not expect that kind of response. Loved all your messages and so happy it helped! Turns out you’re just like me, always looking for the good stuff that actually works, actually lasts, and doesn’t waste your money.

So starting this week, I’m launching something new: Rossen Approved Products. Every week, I’ll highlight a few products I’m genuinely into right now. These aren’t paid placements or ads — just things I’ve tested, used, or researched that are actually worth your money. From tech to travel hacks, kitchen gadgets to household game-changers, I’ll share the stuff that makes life easier, better, or cheaper…and actually works.

Some weeks it’ll be 15 products. Other weeks 6. Or 1. I’ll keep it real!

Click the link to see what made the cut this week — and if there’s a product you swear by that I should test or feature, hit reply and let me know.

SHOP THIS WEEK’S PICKS HERE

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Talk soon,

Jeff