As a writer, I am constantly concerned that something big might escape my notice, and when a new social trend is born, when something of cultural significance occurs, I will emerge from a bathroom that smells of methane and will ask the masses: What did I miss? And they will roll their eyes and feel embarrassed for me, as I did for that man who I encountered on a bus in mid-September, 2001, when he asked someone if they had heard about these planes crashing in New York (as he had just found out about them), and it was all the rest of us could do not to shout, HOW COULD YOU HAVE NOT HEARD ABOUT THAT?
Branding is everything.
Whenever anyone disputes this point, my husband brings up Altria. They saw a jump in investors when they stopped calling themselves Philip Morris. Altria sounds new and youthful. Philip Morris sounds like a hacking cough.
This might be the one instance in the history of time where “devil” is a preferable word to “pickle”. Even “brined eggs” might have been preferred here. But “pickled eggs”? No no no. Combining two things you find in most people’s refrigerators, and then NOT REFRIGERATING THEM is a very bad idea. With a better name they might be … ah, hell. Who am I kidding? The name doesn’t matter at this point. Just don’t eat these unless you want Botulism. (more…)