Remember the youghurt TV commercial from a few years ago? They were running a "feel better in a week or your money back" campaign. A woman came to claim the refund and they showed her a secret footage, obtained by cameras hidden in dogs' collars, babies' bottles etc, of her doing all sorts of funky stuff. My reading of that ad was not, "we are so confident, we will gve you your money back". No, it was, "we will stop at nothing to prevent giving you your money back."