In assertive statements, they're making outright claims that their new technologies are convenient, secure, 'safe and effective,' time-saving, health-promoting, life-saving, good for society, transforming human ability, enhancing, innovating with all the bravura for a Brave New World…  

However, these claims may not only be false, but could also lead us off the metaphorical cliff and down into a dark and deep precipice if we buy into them.