The very best, the last word in. The difficulty with this word is that, if the ultimate is reached today, there is nothing left for tomorrow and all progress is blocked. The Dictionary of Diseased English produced and commented on some choice examples of this grossly over-used word, but its popularity seems undiminished by the passing of time. The real objection to ‘ultimate’ is that it encourages mental laziness on the part of both the user and the reader. It is a press-button word, guaranteed to produce automatic longing and approval. Nothing as old-fashioned as meaning is involved.


Plain Surface British Telecom Daily Telegraph British Trade Male Perfume 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Kenneth Hudson 1983

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  • Kenneth Hudson

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