They're not your real friends.

UP and TO. 

On their own they're just two shitty little words.

But put these two puppies together and they are the retail marketing person's two best friends.

We have up to 70% off in-store today.

Receive up to 50% off all our LCD TVs.

I was young and giddy when I first learned this ingenious method of consumer seduction,  sometimes I would use it inappropriately. 

"Hey boss I did up to 33 hours of work this week any chance of a raise."

"Well hello there, can I buy you a drink, I can maintain an erection for up to 4 minutes."

I would whisper the 'up to' quietly. But my boss always heard it and so did the middle aged ladies on Leeson Street. Because they weren't stupid.  

And neither is your customer.