Still, as more serious papers shrink, being bigger may become more of a unique selling point.
And the Lib Dems cannot afford to lose their unique selling point as Westminster's nice guys.
The Liberal Democrats are highlighting tax and jobs as their unique selling point over their Conservative partners.
Westfield's unique selling point is a luxury enclave including Gucci, Tiffany and Prada, with dedicated parking and its own entrance.
As a unique selling point, both of the tablets can be upgraded to support mobile data connections via add-on modules.
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And for Austrian Airlines, one unique selling point is its food.
Take Volvo's reputation for safety, perhaps its most powerful unique selling point in the West for years, which is now winning over new customers in Asia.
"Our unique selling point as far as we know at the moment is that we plan to put an indoor swimming pool on to the site, " he said.
But as the thoughtful delegate knows very well, when voters are uncertain what Plaid Cymru's USP is - their unique selling point - they fare badly in elections.
It may have old infrastructure and limited local services, but it does have a unique selling point - it's the oldest part of arguably the best city in the world.
Fighting their first election, the Liberal Democrats did much to give themselves a politically vital unique selling point apart from the issue of proportional representation - a marginal concern to most voters.
It has a slight fruitiness, just a hint of citrus, and the unique taste rye brings to the whiskey equation (think rye bread) but the smoothness is the selling point.
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