Business bluffing as a subject has been mentioned in various journals for at least the past 16 years. Its treatment has become one of apparent serious intent to identify it as a subject matter unto itself. Definitionally and theoretically, its essence has been specified but seemingly without due regard to its true nature. Business bluffing is an act of puffing at best and misrepresentation or fraud at worst. In either case, its legality and morality are already well defined and discussions (...) of the subject should be directed along these established pathes. A businessman is admonished to judge things as they are, to speak of them, when properly called thereto, according to such judgment, neither adding or diminishing, neither depreciating a commodity, nor putting false color upon it. (Plain and Serious Hints and Advice for the Tradesman's Prudent and Pious Conduct, Dr. Isaac Watts, 1747.). (shrink)