Let's go a level deeper: why do people so often write "90% faster" to describe something that is "10 times as fast". If they were using "90% faster" to descri

Let's go a level deeper: why do people so often write "90% faster" to describe something that is "10 times as fast". If they were using "90% faster" to describe something that was "1.9 times faster", the likely explanation is that they are trying to deceive their audience while remaining technically correct. But why would someone bragging about a genuine improvement choose a wording that undercuts their message? My guess would be that some authors feel that "10 times faster" is low brow, unscientific, and therefore unconvincing, while using a percentage comes across as more precise, authoritative, and thus convincing. As others copy this, the social effect strengthens. Are they possibly right about this? Is claiming "90% faster" perhaps more effective marketing despite being wrong?