The Kill List

The Face Introducer is not a light-therapy device. Early copy said otherwise.

The device runs EMS, microcurrent, and thermal modes; the light on the unit is a mode indicator that shows which modality is active — not a treatment.

When the device itself was checked against the copy, the framing was retired the same day: product page language, ad copy, and the structured data search engines read. The device was never altered; only the way we described it was wrong.

What we will not do: reintroduce the framing, or any variation of it, in any copy.

"Full-body" came off the Mat page after one customer told us the truth.

We described the Restoration Mat with "full-body" language. Our first customer pointed out that a 100×40cm panel covers the back of the torso, not a body. They were right. Every "full-body" claim came off the product page, the store listing, and the machine-readable surfaces the same week. The Mat is sized to the back of the body, and the page now says exactly that.

An origin line we could not stand behind.

Our copy said the brand operated "from Rotterdam." When we audited it against how our instruments actually reach customers, the claim did not hold as written. It came off the site — footer, structured data, everywhere. A romantic origin line is not worth more than the trust it spends.

Two images, deleted the day we actually looked at them.

An audit of every live product image found two that should never have been up:

• A before/after split on the Face Introducer with no caption, no timeframe — and, worse, it was AI-generated. A fabricated result presented as a real one. Deleted, archived internally as a warning, never to be re-uploaded.
• A manufacturer's marketing image on the Belt carrying pain-relief and weight-loss claims we have never made and will not make — including, somehow, a photo of a golden retriever. Deleted.

The lesson we recorded: no automated check reads pixels. Someone has to look. Now someone does.

The word "guarantee" was doing work it had no right to do.

Two constructions came off the site in July:

• "No visible improvement within 30 days → full refund." That phrasing promises a visible result and makes the refund a measurement. Our guarantee is simpler and honest: 30 days, money back, your call — no result clause, no judging panel.
• "The technology works or you get your money back." "Works" is an outcome promise. Deleted, not rephrased. There is no compliant version of that sentence.

We also retired the phrase "protocol guarantee" in favor of plain "money-back guarantee." Same terms, fewer implications.

Two product generations, retired.

Before the current three instruments, there were two earlier product generations — a face-tool line and a set of recovery prototypes, more than a dozen SKUs across both. In July we cut the published catalog from 23 purchasable products to 6: the three instruments, The System, and two consumables. The retired generations are gone from the store, not renamed, not repackaged.

Fewer things, described exactly.

Pricing math we stopped using.

We used to break down device value per modality — as if three modalities in one instrument were three prices added together. We stopped. The comparison we publish now is the list price, whole, against what the alternatives cost. If the price doesn't hold up whole, slicing it thinner shouldn't rescue it.

What this list is

It is ongoing. New entries are added as decisions are made. Old entries do not get edited to soften the language used at the time.

This page carries no prices, no alternatives, and no links to current products. It is a record, not a recommendation.

We publish it because hiding a decision costs more than naming it. The cost of being caught misrepresenting our own work is higher than the cost of saying so first.