In reply to Andy Hardy:
> What's an affective charge?
If improves your mood?
I think they're a French company - it does seem that there are enough "false friends" between French and English to make translation fraught - not in that you get things totally wrong, but you get very weirdly worded stuff that almost makes sense but doesn't really. They "give life to objects" after all!
Fine looking tents, but ooh la la! Not cheap.