Hyundai has a television ad running for their 2014 Elantra. In the ad, they say,
At Hyundai, we challenge everything. Even physics.
The question is what they mean by challenge. The logical answer is that they want to get as close to the limits as they possibly can. Like the best possible fuel efficiency, the most aerodynamic car body, and so on. The problem is that when one challenges someone, one means to beat them … and one doesn’t beat physics. The universe is set up so you can’t beat the laws of physics. One either simply fails, or fails in a spectacular fashion. In this case, it’s the ad firm behind the campaign who failed. Spectacularly.
You don’t beat physics … physics beats you!