'Unverifiable' is the latest biz buzzword

Selling a 'box of happiness', for instance, shouldn't be too hard if one provides the box with decent wrapping. That the box would be visibly empty will add to its mystique - indeed, value. Or the other way around - making it suitably expensive can be confirmation that it holds something as expensive as happiness. Then there can be 'brain enhancer' in syrupy form.