by AHHHHHHHHH September 24, 2003
The idea that when two hyper-competitive people or organizations decide to directly advertise against one another the firsts move will elicit a response from the second that will begin a series of escalations in marketing expenditures beyond what would be reasonable in an efficient free market to the point of bankruptcy for both people or organizations. The term comes from the Cold War-era term Mutually Assured Destruction.
McDonald's and Burger King were so concerned with market share with the Big Mac and Whopper that they lost sight of the button line and in an effort to one-up the other in marketing dollars and thus market share, they are both now doomed. It is mutually assured bankruptcy.
by Fat Aaron January 13, 2020
by teddyK September 14, 2003
A term expressing an expectation of reciprocity. If event A happens, then event B will certainly follow. Most commonly used in the phrase "mutually assured destruction," which posits that the best defense against a nuclear-based attack is the threat of a "mutually assured" retaliatory nuclear-based attack...although the term can be applied to events less earth-shakingly catastrophic.
"If I go down on you, it damn well better be mutually assured that you'll be sucking my cock afterwards."
by lexicographer September 15, 2003