Last Night A Rolex Saved My Life?

I don't really like contrived business acronyms. But the suggestion that successful businesses need to display the LATTE factor by being Local, Authentic, Traceable, Trusted and Ethical seems reasonable.

Especially when compared to the outlandish claim that, after attempting suicide,

the quality of a Rolex watch helped Owen (Wilson) realize and appreciate the quality of his own life.

More warped causality here.

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