I had some interesting experiences working in manufacturing in Sweden for a period of years. The regulatory system for industry reflects their overall respect and concern for the environment -- a classic hallmark of Scandinavian culture.
Because of the less mercenary or perhaps less sophisticated approach to marketing, many things are labeled exactly what they are, and people are very knowledegable about the products they use. What we call Super Glue or Crazy Glue here will simply be labeled cyanoacrylate glue. What we may know as Mega Slick 3000 would be called teflon spray. I thought it quite refreshing to be able see through the consumer fog more easily, as it were -- no veils, no smoke, and mirrors -- just the truth.
So I was once extolling the virtues of this incredible sticker removal stuff I used in the States called Blaster to a group of workers at the lunch table. They laughed about the typically American-named product, and they asked me what was in it. Industry secrets being what they are in the U.S., it was of course never listed in detail on the label. "I have no clue," I told them, "Some carefully guarded secret sauce recipe?" They laughed again, and then they got very serious. "And of course, it really works well," my co-worker said, "not like all the eco-products here." Then he just sighed wistfully. "Yes, of course," a few of the others chimed in, equally glum.
