My contact lens solution claims to be “inspired by the biology of your eyes”. Did they pay someone to come up with that? I would think that was a given. If they drew their inspiration from another, more unexpected source, that would be slogan-worthy. “Inspired by the biology of your small intestine,” or “Inspired by the biology of a sea urchin.” But, “of your eyes,” Bausch and Lomb? Someone’s making easy money off you.