x-treme lite

so i'm doing the 'drive of shame' home at 6.45-ish this morning (after having stopped at 'bucks for a grande americano, natch) and find myself travelling behind a trailer with 'X-TREME LITE' plastered across the back of it.

normally i would have applied my clicker and left such nonsense safely behind, where it could not pollute my brainwaves with it's '90s marketing faux edginess, but (being still half asleep) i followed for a while and stared blankly in disbelief.

X-TREME LITE? what does that even MEAN? it's like white water kayaking, but in a swimming pool? rock-climbing, but on an elementary school jungle gym? surfing, but on the internet?

hmphf.