In a hotel the other day, I noticed that the milk substitute provided was called 'Tastes just like real milk' or something similiar. It seems this form of nomenclature has really taken off, inspired no doubt by the high-profile success of 'I can't believe it's not butter'.
It's difficult to imagine the concept extending beyond the realms of food though, isn't it? What if I were to package my copywriting services in a similar way? 'As good as real writing' doesn't have quite the same ring to it. Coming soon: 'I'm astonished he's not a proper dentist'.
It reminds me of that great copywriter's weasel word, 'style'. If you're selling a briefcase made of plastic, that's a genuine leather-style case. In fact, it looks and feels for all the world like authentic leather.