In the luxury world, you can only go so far to beat your competitors in having the best design, the highest quality materials, and the latest technology. At some point, it becomes harder to differentiate what makes your best-of-the-best different from every other best-of-the-best product out there.

So how do you get people to talk about it? Aston Martin did it with a bit of mystery.

Their new power boat has all of the usual ridiculously luxurious features you’d find on a multi-million-dollar boat, but one feature will have to be a secret. Only people willing to buy the boat can get the full details on the new feature on a “strictly confidential one-to-one basis,” according to Aston Martin.

Everyone loves a good secret — whether it’s about an ultra-luxury boat or a mystery-flavored tortilla chip. What secrets can you start around your stuff?

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