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Saturn, one of the national consumer electronics megastore chains, has an advertising slogan that’s become embedded into the language:
Geiz ist geil
(Cheap is cool)
Germans being financially conservative, debt averse (helped by the fact that credit cards have a very low penetration rate and home ownership is low compared with other European countries) and parsimonious (discounters such as Aldi and Lidl have 30% of the market), the advertising campaign struck an immediate chord.
So much so that someone with a felt pen and a gift for the vernacular has kindly summarised the story of St Martin on the plaque for us in Yoofspeak.
“St Martin shared his cloak with a tramp (hobo) who was neither rich nor sexy.
St Martin didn’t buy into the concept that “Cheap is Cool“”
I like it…
Mainz Daily Photo 
>it’s hard to translate “Geiz ist geil” best I found is “greedy is groovy”