Marketing term

"Whitening"

Had a new dental hygienist this morning.  Noting my chronic issue with enamel loss on the outer surfaces of the lower front teeth, she asked what kind of toothpaste I use.  Which is, by default, some variation on "big national brand all-purpose utility toothpaste".

One of whose buzzwords, inevitably, is "whitening".

Which I'd assumed meant something like "contains hydrogen peroxide for vague bleaching action".

Apparently what it actually means is "extra-abrasive".

So, time to switch teethpastes.