A Lot Of Hot (Purified) Air

In many areas, ordinary consumers are novices, interacting in a world inhabited by experienced professionals trying to sell them things.

• Richard Thaler & Cass Sunstein, Nudge

When it comes to marketing, the house always wins. You might think you’re making smart, informed purchasing decisions, but an entire industry of people are working hard to make sure you don’t. And if you do your research you might find some air purifiers out that there seem just as good at a lower price, but you’re probably wrong. Let us explain.

This PureZone is a true HEPA air purifier, meaning it actually conforms to the High-Efficiency Particulate Arrestance standards of the Department of Energy to remove 99.97% of 0.3 µm particles. Why does it need to clarify with the word “true”? It’s a federal standard, shouldn’t conforming to it be part and particle of claiming HEPA status?

As it turns out: No.

HEPA standards only apply to DOE-regulated products, meaning regular consumer stuff like this ain’t regulated by that body. In the past when consumer goods claimed HEPA status they meant they would conform to those standards if tested by the DOE. Some clever (conniving?) marketers realized that no regulatory agency was checking on these claims, and started slapping “HEPA” on their products willy-nilly.

Thus, products like this that actually conform to the standard were forced to start calling theirs “true HEPA,” even though most consumers have no understanding of this arcane distinction (hopefully you do, now).

And these skulduggerous air-purification hawkers employ another trick: Selling machines that only purify a tiny area (like 80 square feet) with the hope that online purchasers don’t notice. You might find other HEPA purifiers (even “true” ones) for less money, but chances are they won’t handle a room up to 200 sq. feet like this one. This is why we need bananas for scale, people.

Congratulations, you just read a whole long thing explaining how to avoid being scammed while purchasing an air purifier. You’re now better equipped than 99.97% of the population to make an informed decision, we guarantee it*.

*Guarantee not guaranteed by any governing body, federal or otherwise, or by any persons living or dead, or anyone or anything.