There's a tiny bottle of dish detergent next to the sink here at work. It's a name brand, Joy, but it's not the super-concentrated type. Obviously Proctor & Gamble don't want consumers to be confused between a tiny bottle of regular dish detergent and a tiny bottle of concentrated dish detergent, but I think it was a mistake to plainly label the container "Non-Ultra Joy."
Who would buy that?
If given a choice, I want ULTRA Joy. Super-mega-deluxe-ultra joy. I want to be blinded with the sheer bliss of the joy I receive.
Perhaps it would sell better if they relabeled it. Happiness? Contentment? Serenity? All those are just as appealing as plain old joy, and far more attractive than "non-Ultra Joy."