During our 8 years of marriage, my wife and I have had a few laughs about this. She often punctuates her speech with never and always--which unleashes the English major in me. Because rarely in life is something an always or a never. Chances are, we've done something of which we're speaking at least once.
And that's what I remind my wife. And that causes her to change her "never" to occasionally. As an example, she might say, "I never get to shop anymore."
Me: "You went last month."
Her: "Ok. I hardly ever go shopping."
Me: "And you're going again tomorrow."
Her: "Ok. I don't go shopping often."
Fact is, it's just too easy to rebut always and never. Whether in conversation or the body copy of an ad. That's why I steer clear of it.
Full disclosure: my wife is highly intelligent; I'm simply a word freak. Always.