What’s With The “All New?”

Having lived in the US for quite a few years now I am still somewhat bemused at the constant usage of the phrase “All New.” All new? As opposed to what? Partly new? Mostly new? Just a little bit new? New is a perfectly good word in its own right and has a very clear meaning and/or connotation. So when and why did someone think that it need “all” in front of it to get the point across?

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