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When used in advertising, "ultimate" has a completely different meaning: "slightly different, designed for the ignorant." Where "ignorant" refers to knowledge of alternatives or likely future developments. In advertising or publishing, "ultimate" almost never means "ultimate" in the normal sense, and frequently means "appealing to a passing fad"

An excelent example of this is, "Ultimate Visual Dictionary" revised edition. There is no definition in this entry that appears to be the sense of the use in the above book title.