Check out the picture below from Ellusionist (source), which is intended to show how thin their new E7 stock is compared with their B9 stock. Notice especially how the yellow arrows indicate the how thick the two decks are. The size difference is represented by the arrow on the top right. Seems impressive, doesn't it? But do you notice something wrong with this picture, and with the message it gives? The arrow on the top right is completely misleading, because it doesn't take into account the relative position of the two decks! In the picture below, I compare the actual difference in size between the two yellow arrows, by using green lines to compare how the arrow on the left (B9) compares with the arrow on the right (E7). The pink arrows indicate the actual difference in thickness between these two decks. And it's considerably smaller than the yellow arrow that Ellusionist has added to the image on the top right! Conclusion: Ellusionist is trying to make us think that the difference in thickness is much bigger than what it actually is. Deceptive advertising? I think so. Regardless of whether this was intended deliberately or was just an accidental blunder by the person responsible for this image, this picture misrepresents the facts and gives a distorted impression, making things look much better than what they actually are. Ellusionist, I'm calling you out, and and suggest you remove this image from your product page, or at least fix it!