“Top Shelf made bold claims asserting it was, “faster than frozen”. The company hired Dick Cavett, the well-known and trusted television personality, for a series of commercials. These dinners had no preservatives, did not require freezing or refrigeration, heated in two minutes, and could be carried to work in one’s briefcase without spoiling. Cavett earnestly sold this innovation by admitting all sounded too good to be true. To battle consumer skepticism, the company pledged twice the money back if dissatisfied. That may have sealed its fate as Top Shelf and its “faster than frozen” process quickly shut down.”