As parents, we have to be savvy marketers. “It’s just like a mosquito bite,” we might say at the dentist’s as our kid is about to be jabbed with the first shot of lidocaine. Of course we don’t want to tell them what’s untrue, but our lives would be immeasurably harder if we always had to call a spade, well, a spade.  Doesn’t “beach treasure explorer” sound so much better, as do other phrases borrowed from advertising?