"A bit unique" is more than a bit annoying

A recent email from gifts etailer Cosmic Superstore certainly got our attention—but not in a good way. The subject line, “Something a bit unique”, sent a shudder of horror down our spine. Something cannot be “a bit” one-of-a-kind, any more than one thing can be “more perfect” than something else.

But that wasn’t our only gripe about the email. The illustration for the primary product being promoted, “the opportunity to include your name on a microchip on the Mars Science Laboratory rover heading to Mars in 2011”, was a rendering of a “certificate of participation” for a Harry Watkins, with Mr Watkins’ name in a bold red font. Who is this Harry Watkins? we wondered. Then we wondered why Cosmic Superstore had neglected to take advantage of this ideal opportunity to personalise the email by including each recipient’s name in lieu of Harry’s.--SC