Officer Kite
It's perfectly understandable and reflective of Emirates and Dubai. Take a product, multiply the fair value cost by a factor of 2,3,4,........10 and then sell it. Pretend it's the best around, but those who are around, know it is very substandard at best. Those who aren't around get caught in the hype and bluff and overpay for a poor product/service.
It's a brilliant model that won't fail........