>But the GoreTex clothing costs a lot more and makes a lot more profit for the shops.
I have a working theory that any product that needs to be advertised needs to be advertised because it is not fundamentally all that different from other competing products.
Further, the more a product is advertised the more it is basically the same. That's why advertisers have to sensitize you to the very minor differences to be able to pick them up. They have to exaggerate the differences, otherwise you would understand what common sense already tells you: it's pretty much the same thing and for all intents and purposes it's going to work the same.
2-ply toilet paper
all granola bars
so-called "waterproof breathable" fabrics
A "waterproof breathable" shell *isn't*. Either it's waterproof, or it's breathable: full stop. Saying that Gore Tex X is different from Gore Tex Y proves that you're making it up or exaggerating -- after all, if it was really all that different we wouldn't need advertising to know it!
For example, fleece jackets are different from leather jackets. They never have to advertise this fact because it is real and *significant* and you don't need someone to carefully explain to you why one or the other is better. You already understand clearly that one is better or different. Because the difference is real, and significant in everyday life.
Crest Oral Health Vitality versus Colgate 9 in 1 Total Protection Plus? It's toothpaste, man. If I need an actor to tell me why I believe that one is better or different, it's because it really isn't that different.
(...and I own an eVent jacket, whose breathability never ceases to astound me.)