"Hypochondria is a state in which a person continuously worries about their health without any reason to do so", says the Cambridge Dictionary.
This guy walks into a pharmacy asking "whats new" just to get his dose of newness in medicine.
Among artists there are people that are suffering from these symptoms...and as a result they use new tools available for their art and especially on the net these kind of works are emerging tzunamlike. They bought the instrument but unfortunately there's no music to hear.
It is the content that should matter over the context. In advertising this is called USP (unique selling point) and hopefully that is where you should make the difference.
"Secondhand Smoke"
