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The Lie that is "Fewer, but Better" Less is definitely better. Many brands these days attempt to capitalize on our understanding that less is more. They have coined slogans like, "Fewer, but better." Like all advertising claims, this should be viewed skeptically. The truth is that Fewer is Better. "Fewer, but better" never pans out for us because we hook into the part that is better, or newer, and forget about having fewer. If you already have one, that is all you need.