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One of the things about "deluxe" that I have noticed that, as many products have a sort of inflation of adjectives, deluxe ends up denoting the cheapest variety. For example, a product might be offerred as deluxe, special, and custom. That way even the guy who buys the cheapest one can say "I got the deluxe model!" It is sort of like the tendency of restaurants to offer three sizes of soft drink: large, extra-large and super-size.
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