The trouble is that the brief doesn't need refining so much as tearing up and starting again.
I look so respectable, so refined, so "nice," so inoffensive, so sweet, even!
And can less refined salts taste so much better that they might be worth a hundredfold multiple in price?
You want to look refined, but not so much that you look like a Topshop model.
Sour crudes are more expensive to refine, but American refineries are typically outfitted with equipment to refine them because so much oil imported to the United States comes from Latin America, where many oil reserves are sour.
As early as 1679, John Dryden was complaining that "the tongue is so much refined since Shakespeare's time that many of his words are scarce intelligible, and his whole style is so pestered with figurative expressions that it is as affected as it is obscure".
Donne wrote, when his wife was alive, some of the tenderest, subtlest, most moving expressions imaginable of a love both profane and sacred – take this, from A Valediction: Forbidding Mourning: But we by a love so much refined, That ourselves know not what it is, Inter-assurèd of the mind, Care less, eyes, lips and hands to miss.
An online advertisement can do only so much, however refined, powerful or entertaining it may be.
It's interesting, though, that Cavett, outwardly so much more refined than a go-for-the-gut puncher like Leno, indulges in the same kind of easy, pat indignation.
Think of it this way: Refiners are not so much selling fuel as selling refining services.
