The "Never Obsolete" slogan was a famous late-1990s marketing tactic used by budget PC maker eMachines. Prominently plastered on their eTower and eMonster models, the claim didn't mean the computer's hardware would magically resist aging. Instead, it advertised a subscription service offering an upgrade to a new computer every two years for $99. The iconic sticker promised that buyers could purchase the latest and fastest models on the market every 24 months simply by paying an upgrade fee and maintaining a monthly dial-up internet subscription (like the eMachines Network). While it became a massive marketing success - catapulting eMachines to the fourth-largest PC manufacturer in North America in under a year - the claim is remembered as highly ironic today. The rapid evolution of hardware and software during that time meant that the original systems quickly became useless without the upgrades, and the brand was eventually acquired and discontinued.