The shop I bought this from has a permanent "up to 100% off everything" sale...
If a consumer is after a nice strong hard cheese they might pick this one based on its label of positive statements: "good things take time", "mature cheddar", "special reserve", "aged to be extra strong", "patience is not a virtue it's a necessity".
But then, in a very small font, are the prototypical weasel words "with up to 18 months ageing". Ouch!