Most of success today can be reduced to public relations and selective framing of information. The notion of “fake it till you make it” has transcended its initial purpose of combating the sense of being an ‘imposter’ in one’s own profession and has become routine in the world of business. People use so much effort to support the false picture of their success that they often do not have any energy left to actually create their successful businesses. Quiet and unpretentious businesses which earn money in a steady and continuous manner do not often feel the need to make any displays anyway.