Words


I’m seeing a lot of floppy uses of the word ultimate lately, and the above promise from the makers of a massage chair in my local shopping mall is no exception. The Oxford dictionary tells me that, as an adjective, ultimate can either mean:

1. being or happening at the end of a process; final:

2. being the best or most extreme example of its kind:

Now, I don’t really think that the makers of FeelGood Massage Chairs(i) mean to suggest that sitting in this chair might be the last thing you ever do, so we must infer that they are promising to give the sitter the best Shiatsu massage that money can buy.(ii)

Somehow, this does not fit with my mental vision of the ultimate Japanese Shiatsu massage, which goes more like this:

Any other contentious uses of the word ultimate out there, Faithful Cowpokes?
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Footnotes:

  1. I’d just like to point out that this name is strikingly close to the Tetherd Cow Ahead trademarked proprietary process of FeelyGood™. I’d better get Cow Legal onto this. []
  2. Strictly speaking, I guess they are offering the best Shiatsu massage that $2 can buy, which I am pretty sure is never going to get into the ultimate range. []

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The public have an insatiable curiosity to know everything. Except what is worth knowing. Journalism, conscious of this, and having tradesman-like habits, supplies their demands. ~ Oscar Wilde

The Sydney Morning Herald is carrying at the moment, as one of the ‘Editor’s Picks’, this story which salaciously promises to reveal to the world the ‘dirty little secret’ behind the Mars rover Curiosity. It’s a shabby piece of hyperactive journalism from the blog of writer Geoff Brumfiel and echoed back through Slate, which essentially uses hyperbole and paranoia to try to spin the fact that Curiosity is powered by nuclear fuel into some kind of meaningful comment on… oh, I don’t even know what the point is supposed to be.(i)

As mostly anyone with any acumen understands, Curiosity uses nuclear power to implement its science, unlike its smaller cousins Opportunity and Spirit which were/are powered by solar cells.(ii) Solar power is great for space missions where you don’t need to do anything too hefty, but it has limitations, especially in the outer solar system where sunlight is feeble, or in circumstances where you wish to deploy energy-intensive instruments like Curiosity’s ChemCam laser. The problem is that the fuel required for Curiosity’s tiny reactor, Plutonium 238, is not manufactured in the US any longer, and so a small amount of it has been acquired by NASA from Russia for the exclusive purpose of powering space craft (a legacy of the old Soviet Union’s now decommissioned nuclear weapons program is that a stock of Pu-238 still exists in storage).

The main thrust of Brumfiel’s article, then, is that Curiosity is nuclear powered and that its nuclear fuel comes from the manufacture of Evil Russian Nuclear Weapons. Well, to an extent that’s sort of true – for whatever relevance that has. Pu-238 can be garnered during the manufacture of the Pu-239 that is used for for nuclear weapons (and this is how the Russians made it) but it is actually an opportunistic re-use of the unused isotopes of the process – you can make Pu-238 without making bombs. It’s just that if you are making bombs anyway, you may as well use the waste for something useful.

Physicist Luke Weston, from the University of Melbourne, puts it like this:

[To make Pu-238] you need uranium targets, production reactors, preferably high flux reactors, and radiochemical processing facilities, so traditionally it has been sort of piggybacked onto the existing infrastructure at the weapons labs, but no, it’s not really a “byproduct”.

NASA doesn’t particularly want to get the Pu-238 from the Russians and would like to control its manufacture in the US, but, Luke continues:

There has been a fight between NASA and DOE over the last couple of years regarding who should pay for the restart of USA Pu-238 production capacity – NASA says DOE should continue to do it, because DOE has the facilities and expertise, but Congress refuses to allow it to come out of DOE budgets – and as a result, planetary science right now and in the near future is suffering.

So, by using the Russian Pu-238, NASA is merely being pragmatic. Let’s be clear here – the stuff is already in existence. If it’s not being used for something, it’s just sitting on a shelf.(iii) We can’t unmake it.(iv)

Geoff Brumfiel doesn’t think we should see it like that, however. He provocatively reminds us just how irresponsible the Russians were with their nuclear weapons manufacture, and how awful the ramifications were and then colourfully declares:

A few pounds of Stalin’s finest plutonium-238 hitched a ride to Mars on the back of Curiosity.

This kind of journalism is not helpful, enlightening or germane. It’s just grubbing around in the dirt for tawdry titillation and Mr Brumfiel should be truly ashamed of himself for doing it. It’s hardly even worthy of the Daily Mail.

Let me try to illustrate the logical sleight-of-hand being played out here.

This week, we saw the death of astronaut Neil Armstrong, the first human to set foot on the surface of another world. Armstrong’s passing was universally mourned. If we were so inclined, however, we could point out that NASA and Armstrong were aided in their grand lunar endeavour by the rocket propulsion systems designed for the Nazis in World War 2 by Wernher Von Braun – rockets meant for the express purpose of raining down death and destruction on terrified English citizens. Von Braun, in his post-war role as NASA’s chief scientist in the Saturn V program (having been famously and clandestinely ‘acquired’ after the war by the US military to help with their rocket science), designed the rocket engines that launched Apollo 11 into space and carried it to the moon. To attempt to portray the Apollo moon missions in this way sounds petty and stupid and pathetic, and yet, this is the very same kind of tactic used by Geoff Brumfiel in the Curiosity article, which has been circulated around the world and now warrants the ‘editor’s pick’ in the SMH. We can even extrapolate further: Curiosity also used the very same Nazi rocket technology that underpinned the Saturn V program to get to Mars, but Brumfiel is not telling that story here. Why? Because even people with zero science education would spot it for the irrelevant and egregious nonsense it is. Oh, and it doesn’t have the scary spectre of nookyular to juice it up.

Geoff Brumfiel claims that he is ‘as happy as anyone’ that Curiosity is on Mars, something I find disingenuous given the hand-wavingly hysterical tone of his article. He finishes up:

There’s nothing wrong with oooh-ing and aaah-ing over Curiosity’s photos. The project is an incredible achievement, and the science it produces will be amazing. But remember this, too: That little rover on Mars has left a big mess back here on Earth.

This kind of bereft backwards logic makes me furious. No, Mr Brumfiel – the fact is that when that nuclear material was made, a trip to the Red Planet by a mobile science lab with a computer brain was very much the stuff of science fiction. Trying to brand NASA or Curiosity with the responsibility for any ‘mess’ made by decades-old nuclear programs is vapid sensationalist rubbish dressed up in wilful scare-mongering.

At this point in time, when the world is in desperate need of better understanding of science, what it truly doesn’t need is silly Frankenstein’s Monster-style journalism masquerading as science commentary. Thanks Geoff Brumfiel, and Slate, for adding to the huge oxygen-depleted ocean of dreck-filled sludge that is slowly sucking us back into the Middle Ages.

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Thanks to Jo Benhamu for spotting the article and for Luke Weston for allowing me to quote from his comments.

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Footnotes:

  1. The tone of the article reminds me of nothing so much as a dinner guest pointing out to his convivial companions – for the express reason of making himself the centre of attention by being contrary – that people are starving in Africa. There are people who seem to compulsively feel the need to attempt to suck the life out of the joy & inspiration of others. []
  2. Contrary to the implication on Brumfiel’s blog, NASA has not tried to ‘cover up’ this fact in any way whatsoever. It’s easily available with all the other information about the Mars Science Lab, on the Curiosity site. []
  3. Arguably being somewhat of a problem. []
  4. Seriously: what’s A BETTER way to use the stuff? Anyone? []

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You will remember, dear friends, last month’s look at nutty retail names for fashion shops in which we featured the adjoining hipster outlets ‘Acne’ and ‘Fat’. Today, Cissy Strutt brings to our attention a new contender for the Tethered Cow Ahead award for Best Inappropriate Business Name. In this photograph, we see a potential customer checking a garment for signs of bodily fluids. I have it on good authority that Monica Lewinsky favours this place when visiting Australia.

People. WHAT WERE YOU THINKING????

While we’re on the topic of stupid shop names, cast your minds back, faithful Acowlytes, to 2007 where we featured the unfortunate airport luggage retailer who adopted the catchy moniker of CarriOn as their hip intercapped logo. Well, it seems that someone has pointed out the tragic faux pas, since the CarriOn stores now all feature a somewhat less amusing and far more prosaic nom-de-trade. I flatter myself that they read about their sad mistake right here on TCA.

Violet Towne and I sometimes like to venture out on the weekend to one of the many places in Melbourne-and-surrounds where we might take in some of that magical stuff which is given the name ‘art’. One of our very favourite such venues, the TarraWarra Museum of Art is not even too far from where we live, and it was there we trundled last Saturday to experience their ‘Sonic Spheres’ exhibition, “an assemblage of contemporary Australian visual artworks engaged with music, sound and voice”.

TarraWarra, a privately funded public visual arts gallery, is one of the few of its kind in Australia, and is a purpose-built art museum situated among vineyards in the Yarra Valley. It’s a lovely place. It always maintains a high standard of exhibition and as is usual, our visit there provided an appropriately diverting & thoughtful hour or so. But I am not, Faithful Acowlytes, going to pontificate on art in this post, something for which I can sense palpable gratitude out there in Cowland.

No, what I want to talk about today is the survey which were handed upon our arrival at the gallery, and which we were asked to complete on our departure.

In my experience, surveys can be divided into two kinds:

1: Surveys where the point is to find out something useful.
2: Surveys where the point is to get a bunch of diffuse and obfuscated data that can be read in any way the surveyor chooses.

You know I wouldn’t be writing this post if it was the #1 variety that VT and I faced, pencils ready, at the end of our visit. I wish I’d snaffled a copy away for accuracy’s sake, because I will unfortunately have to go from memory as I attempt to draw you a picture of the confusion that beset me as I tried to answer as truthfully as I was asked.

The first portion of the survey annoyed the crap out of me because it was full of the kinds of questions that tried to stick me in a pigeonhole as a certain kind of person:

•Would you consider yourself the type of person who visits TarraWarra art museum?(i)

Thinks: Well, no. I got lost on the road, saw the sign that said ‘Art Gallery’ and thought I’d come in to see if glimpsing a Pollock might refresh my sense of direction.

•Do you like to be among the kinds of people who visit TarraWarra art museum.

Thinks: No! I wish they would jolly well stop those people from coming here, so me and my friends could come instead.

And so forth.

But then came the section that was the kind of thing that makes my Grumpy Old Man antennae start waving around like those of a grasshopper on acid:

•If the TarraWarra Museum was a person, would you say it was (check all that apply):

Charming

Entertaining

Outgoing

Interesting

Intelligent

Acowlytes, I was forced to scribble my incredulity on the page at this point. When the creators of a survey decide that by anthropomorphising an institution this will help reveal something useful about said institution, they’ve ventured well into cloud cuckoo land and thrown away their compass.(ii)

The problem with even beginning to attempt to sensibly answer the questions posed above, is that you are on EXACT LOGICAL FOOTING with the following:

•If the TarraWarra Museum was a person (check all that apply):

Would you ask it out for a drink?

What colour eyes do you think it would have?

Should you give up your seat for it on a bus?

Do you think it would be appropriate dinner company for the Fire Station, the Public Library and the Chinese Restaurant?

It doesn’t matter how I try to frame it, I can’t see any possible way that any quantity of answers to this kind of question can provide data that might be helpful in making your art museum a better place – or even a controllably different place, for that matter. There is simply no sensible yardstick by which to measure things. Should the majority of respondents determine, for instance, that if the TarraWarra Art Museum was a person it would be charming and intelligent with a dash of insouciance, what the hell are you going to do with that information? Bash that damned insouciance out of it by removing the sand-blasted glass panels on the gift shop doors? If you thought TarraWarra-the-person was a little short on, oh, charisma, say, could you correct that by installing some crazy paving at the front entrance? You can, I trust, see my perplexity with this scenario.

And really, if you just can’t see your way around it, and you really must anthropomorphise your Art Museum, at the very least allow your respondents to have a creative personal say:

•If the TarraWarra Museum was a person:

Other (please use your own words, or make a drawing):

I imagine the TarraWarra Museum as a somewhat eccentric spinster with a penchant for French rosé. It has a good, if slightly peculiar, sense of humour and prefers chairs that face the window. It laughs a little too loudly and self-consciously at other people’s jokes, has a morbid fear of stick insects and visits a distant cousin in Ibiza every couple of years out of a misplaced sense of familial obligation.

At least reading the results of the survey would be entertaining. They might even make an amusing artwork.

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Footnotes:

  1. These questions were all couched in the wonderful ‘sliding scale’ terms that we are now so accustomed to seeing in these types of surveys, which only serves to cause me to want to unfailingly answer ambivalently in order to confuse the people trying to get some kind of useful result. If you’re asking a direct question, think about what that question should be, phrase it in a way that matters, and accept candid results. What is it with this confounded equivocating?! []
  2. Needless to say, the survey presented no check box options on this question for ‘Boring’ or ‘Irritating’ or Pretentious’ or ‘Eccentric’. You can see, I surmise, the inherent brainlessness of this pursuit. []

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Here’s a little tale in memory of the great Ray Bradbury, who died yesterday. In my own modest attempts at writing fiction, I have long been influenced by Bradbury and the great imaginative stories he wrote.

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The Staphylinids
An original story by Peter Miller

Grandma had a disconcerting habit of clicking at people. That’s not exactly the right word but it was a sound that’s hard to describe. Luke said it was like the noise you get when you hit a spoke on the wheel of your bike with a stick. She would turn her face directly toward you and make this tic tic tic sound that seemed to go right into your head.

“Grandma’s clicking at me again.”

“Stop it Luke,” Mum would say.

“But she is Mum.”

“I’ve told you not to keep saying that. It’s not polite.”

Mum couldn’t hear it, just me and Luke. And dogs.

Grandma didn’t like dogs. Mum said that she was afraid of them because of something that happened to her a long time back. But the truth is that dogs were afraid of Grandma.

When we were little, Luke and I saw her make a dog fall over and die. I told Dad and he smacked me with the wooden spoon and told me not to tell lies.

When Grandma clicked at people, they seemed not to notice she was there all of a sudden. At dinner time she did weird things with her food. If Mum or Dad noticed, she just clicked at them and they seemed to forget it. Sometimes she would put things in the the pocket of her dressing gown. She especially liked chicken bones and egg shells.

“Mum, Grandma’s putting chicken wings in her pocket.”

Tic tic tic tic.

“Luke, stop it.”

“But she is.”

“Luke, if you don’t…”

Tic tic tic.

“So, who’s for some ice-cream then?”

Once, Luke and I and Amie Ditty were sitting in a tree out the side of the house watching the postman bring the mail. He took out a package and looked at it with a frown. Just then Grandma came out from behind the bushes and clicked at him. He handed her the package and walked off down the street.

Grandma stood and watched him till he went around the corner. Then she opened the package. Inside was a box. She opened the box and took out a pair of glasses. They were round and big, exactly like the ones she always wore. She took off her old glasses and put on the new ones. She looked around, made a noise like a wet sponge falling on the floor and then looked around again. She didn’t know we were sitting in the tree.

Then she ate the packaging. When she had finished, she went inside.

“That’s really weird.” said Amie Ditty.

“You bet.” said Luke.

Grandma lived in a little room built onto the back of the house. The door was always locked. When she was out we would sometimes try and see in her window but it was too dark in there.

Grandma went out a lot. Dad said she was playing whist. I never knew what whist was and I imagined it was a sport with a small bat where the object was to knock down skittles. I don’t know where that idea came from. It didn’t seem overly odd given Grandma’s many other peculiarities. She was apparently quite good at whist. She would say “Beat the socks of those Van Steenwyks last night. You shoulda seen the hands I got.”

Well Grandma’s hands were always plainly in evidence, so we just put this down to another of her foibles.

We were throwing rocks into the green water at the old quarry. Eufemia Fulvio found an arm in that old quarry once. And an umbrella. They never found out whose arm it was. Or whose umbrella. Amie Ditty said “The man with the fake hair who works in the bank clicks at people too”.

“His name is Harry,” said Luke.

“How do you know that?” I asked.

“I heard Grandma talking to him once. When she was getting her pension money. She said “Harry, I swear my arthuritis gets worse every year!” and Harry said “Well, you better see a doctor about it!” and then the two of them started laughing “Har har har!”.

“Well,” said Amie Ditty, “he clicked at a customer in the bank and he had an asthma attack and they had to get an ambulance”. She threw a rock into the water. Splish. “And he also clicked at my mum, and she bought me two penny’s worth of clinkers”.

When Amie Ditty grew up, she became a cane furniture importer. She married Darryl Mussman, who had a very large nose and a very small head. Darryl Mussman was one of those people who left awkward silences in conversations, which it became your responsibility to fill. If he ever rang you up on the phone it went something like this:

“Hello, is that Matt Delaney.”

“Yes, speaking.”

Long silence.

“It’s Darryl Mussman.”

“Hi Darryl.”

Big long pause. More silence. What’s he waiting for? He rang me. Has he gone off to make coffee? How long can this go on?

“So Darryl, how’s it hangin’?” You couldn’t outwait him, it was impossible.

I thought maybe he had some kind of conversational narcolepsy, where he started to talk and somehow speaking words and listening to them at the same time triggered his brain to go into a spasm. A brain stutter. He and Amie Ditty never had any children, which I always thought was just as well. They made a very odd couple. Talk was that two or three years after they got married she had an affair with Erik Bufford who was an Onion Grader at the Co-op. I hope so. Erik was a nice normal guy and could carry on a conversation.

“God, what’s that pong?” Dad said.

That was the afternoon that the The Big Stink started. Luke and I were turning our bedroom into a haunted house. Grandma was out playing whist with the Van Steenwyks and Reena Fulvio, Eufemia’s sister.

We were all used to the smell from the Rotolacter, which was pretty bad when the wind changed to the southeast, but this was much worse than that. And that’s saying something.

Mum made us vegemite sandwiches and lime cordial for lunch, but The Stink was so disgusting we couldn’t eat anything.

“Ring the council Ted,” said Mum.

“You know, I will,” said Dad in one of his rare decisive moments.

But the council didn’t know what it was.

Mum rang Eufemia, who knew everything that went on in town, but she didn’t know what it was either.

We stuck it out for an hour or so but finally Dad said “I’m going to get to the bottom of this!”

We all got into the car.

Dad headed for the Monument. If there was ever anything to discuss in town you could be sure that there’d be people at the Monument. I never knew what it was a monument for. It was a big brass statue of a man on a horse holding a telescope in one hand and a sword in the other. The horse’s left foreleg was held up and it was the only part of the statue that was shiny. It was supposed to be good luck if you rubbed it.

Geoff Hunkler won fifteen thousand pounds on the lottery once, not two days after he rubbed it. Me and Luke rubbed it every time we went past but I only ever won a toffee apple on the hoop-la at the St Paul’s fete.

There was a crowd of people at the Monument. No-one knew what The Stink was. There was a lot of speculation. Roxie Callanan said it was the new fertilizer they were using over in Willingee. But Jack Bentler, who worked over in Willingee, said no it wasn’t. Dollie Seel said it was pollen. Erik Otis, who knew everything, said it was probably volcanic gas. Nelson Sandidge thought it might be fumes from the brickworks. Neil Stilts was the only one who was definite about it, and said it was something to do with the government. But he always said that.

In the end, with nothing decided, and it getting dark, we headed home. The Stink hadn’t gotten any better. Dad nearly hit some guy who staggered onto the road out the front of Knowlman’s.

“Bloody drunk,” said Dad, and screeched to a halt.

The man stood in front of the car and wobbled from side to side. He was smiling and looked a bit insane. He had large yellow teeth. He took a step towards us and it seemed for a second that he might try and get in the car.

“Just go ‘round him Ted,” said Mum.

Grandma wasn’t home when we got back.

“Hmmm. That’s strange,” said Mum. “I’d better give the Van Steenwyks a call.”

But no-one answered.

The Van Steenwyk’s lived up above their dry-cleaning shop. They came from Holland. Mrs Van Steenwyk wore her hair piled up on top of her head. Mum said it was a beehive. We always kept a lookout for bees but we never saw any. Mr Van Steenwyk could get any stain out of anything. That’s what everyone said. Grandma apparently didn’t take her clothes there. A burglar got killed in the Van Steenwyk’s laundry once. He climbed in through the window and fell straight down onto the steam press, which fell shut on his head. The police didn’t know who he was.

“Just some punk,” said Dad.

“Probably a prowler,” I said. The Messenger was writing about prowlers a lot at the time. Dad would read the stories out. The way I imagined it, prowlers walked around with pillowcases on their heads, the corners tied in knots and holes cut out for their eyes. I had no idea what prowlers did, but you could tell from the tone of the news stories that they were up to no good.

Dad drove over to the Van Steenwyk’s but came back without Grandma.

“No sign of her,” he said. “But there’s a lot of drunks out there tonight. Nearly collected another one near the post office. Lights are on at the Van Steenwyk’s but I couldn’t raise anyone. My God that pong’s getting bad.”

Mum was wringing her hands. Luke was dry retching in the laundry. The pong was getting pretty bad.

“You better call the police Ted,” she said.

Dad couldn’t get through to the police. The number kept ringing out.

We stayed up all night waiting for Grandma to come home. Well, Luke and I had to go to bed, but we could hear Mum and Dad talking downstairs. We didn’t go to sleep though. The Stink was so bad you couldn’t escape from it. We tried burrowing right down under the bedclothes, but that smell just seeped in any little crack.

“It’s coming from the river,” Mum put her hand over the receiver. She was talking to Eufemia Fulvio. “Eufemia says that the smell is coming from the river. She says that Reena didn’t come home last night either.”

“Put your parkas on boys, we’re going to the river,” said Dad.

We almost didn’t make it. It was 7 am and there were people everywhere. Some of them, like us, had come out to investigate The Stink, which by now was so strong it was like you’d been whacked between the eyes with a cricket bat. Mostly though, there were people just wandering around aimlessly, some of them bumping into one another, all of them with big toothy grins on their faces. They would stagger out right in front of the car, and when we jolted to a halt, peer in through the window like happy idiots.

It was like Night of the Living Dead, only in the daytime and with smiles.

Dad swerved to avoid a man in a plaid waistcoat.

“I think that was Mr Van Steenwyk,” Mum squeaked.

“Crikey,” said Dad.

There were a bunch of people on the bridge. Amie Ditty was there with her parents. They were holding handkerchiefs to their noses and looking at something down in the water. Neil Stilts was waving his hands about and shouting something but we couldn’t hear it.

“There’s Grandma,” I said, pointing. She was meandering down the centre of the road beaming like a lunatic. Dad tooted the horn. Grandma didn’t notice. She just lurched off through the crowd.

“Round her up!” said Dad. We all jumped out of the car. Luke and I only got three or four steps before The Stink overpowered us. It was bad enough in the car, but here on the bridge it was overwhelmingly repulsive. We both started throwing up against the bridge wall. I think Harry from the bank careened past at one stage, I couldn’t be sure. There’s nothing quite like vomiting to distract you from anything else that’s going on.

The Stink started to go away just before lunch. Mum tried to get Grandma to drink a cup of tea but she just sat there in the old armchair looking into space. She wasn’t smiling anymore, just dribbling a bit. She bobbed her head around every now and then and sucked at her teeth.

“Maybe she’s had a stroke,” said Dad waving his hand up and down in front of her.

“Maybe we’ll have to put her in a home” said Luke, hopefully.

No-one ever found out what caused The Big Stink. It lasted for a few days and faded away. It was all anyone could talk about for a week or so, but then people seemed to forget about it. The Messenger ran a story about it – I know because I looked in the archive once to make sure I hadn’t imagined it. Of course, that was a very busy week news-wise, so maybe it was just that there were other things on people’s minds. A meteorite went through the roof of the primary school and smashed the sports trophy cabinet. Stan Ogden lost control of his back hoe and drove it right through the middle of the cemetery. And Neil Stilts got attacked and killed by a rabid dog in Peavey Park while he was weeding the floral clock. The Messenger had to go to a second print run.

Grandma recovered her faculties. Well at least to the extent that she ever had them before. She did a lot of ticking at Mum and Dad and they stopped asking her about what happened.

Luke kept pestering her about it until he came down with the measles.

Once, while I was studying in Durban in South Africa, I smelled that awful smell again. Not anywhere near as bad, fortunately, but the same smell quite unmistakeably. It’s not something I think I could ever forget. It was in the middle of the summer and there was a plague of some kind of beetle. Millions of them, in great black clouds. They flew in from the grasslands, apparently. So many of them got crushed under the wheels of cars that there was beetle sludge on the roads for days afterwards. And the smell of those mashed beetles was exactly like the Big Stink.

I rang Mum and Dad and told them all about it.

“Is that so? Goodness the line is clear. How’s university? I hope you’re eating properly. Have you met a nice girl yet?”

It was a clear line, for sure. Except for the clicking.

Some tips for phishermen:

1. A spell-check is probabbly a good idea.

2. When speaking language other than your own, learn how plural work.

3. Proper (companies)hire professionals to make surethat type spacing is correct.

4. Try not to invent wordis that don’t exist in your target language. Also, to use correct grammar.

5. Sense it might good idea be to appear to make.

6. avoid Arbitrary capiTalization.

7. Humour is generally best avoided. Oh, sorry, I see – that wasn’t intentional.

8. A number pulled out of your ass is meaningless and impresses nobody (ref:198550)

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