As the adage goes “if it’s too good to be true, it probably is”. Life teaches us that over and over again. Sub-prime loans. Fat-free cookies. Age-defying, pretty much anything. The internet, which promised to democratize all information for all humans, comes with pages and pages of “Terms and Conditions” that we all have to “Agree” with. As an internet based company whose mission is “transparency,” we wanted to take this to heart in our rebranding campaign. The truth is, car buying is not easy. And it probably won’t be for a while. But everything we do at TrueCar is helping to make it easier. Is it as “Easy as Pie?” Well, that depends. Do you mean eating pie? Or making it? Because it’s definitely as easy as making it. Easier, even. But no one can compete with eating pie. Let’s be honest.

TrueCar makes car buying easy as pie, with some caveats. Caveats that are usually hidden behind an asterisk. How do you make the asterisk, typically used to disguise terrible things in legal terms, a symbol of honesty, humor and human-speak? Make the legalese self-aware, self-deprecating and ridiculously fun to read. This writing takes a lawyer’s questioning mind to idioms that most of us just accept. Easy as Pie? Do you mean eating pie or making a pie? Eating a pie is one the top three simplest things ever. Most things in life can’t compete with that. Definitely not car buying, even with the help of TrueCar. But if you mean making a pie, which depending on the recipe and ingredients can be incredibly hard, then yes. Quite possibly the most fun and rewarding to read fine print ever.