"as it were"You quite made me "lol", there ... as it were.
You know, because "shit" is a euphimism for "stuff", when in polite company.
Well, it's probably not meant to be literal. Everyone knows that excrement exists. Then again, everyone knows that bad things in general exist. That slogan is lame even without quotation marks.In fact, they may improve it with character. Unnecessary, perhaps, but interesting.
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