Phrase of the moment: "enhanced scarcity"

I stumbled across this bad-ass Land Rover, which has been customized and optimized by a company called Arkonik — a company that specializes in such customization and optimization.

What caught my eye was this shameless bit of marketing-speak: “enhanced scarcity.”

In other words, they’re deliberately making fewer of them and touting that limitation as a benefit (i.e. as a reason why they can jack the price up to $150k.)

I want this Land Rover, to be sure. But sadly, the dollars in my bank account also feature “enhanced scarcity.”