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" I SPENT $500 ON THE TRADEMARK for the subtitle to my magazine, Green, &amp;quot;Personal Finance for the Unashamed,&amp;quot; which I thought brilliantly captured the youthful wit of my money publication. I was wrong. At the thousandth repetition of &amp;quot;Is this magazine about the environment?&amp;quot; and misreadings of the weird-looking word unashamed, I gave up. We went with &amp;quot;This Magazine Is About Money.&amp;quot;  I didn&amp;#039;t realize that I was being swept along by a trend that will eventually rename just about everything in America. From here on, most things will be exactly as they appear, stated with no ornamentation. Cleverness, guile, obscure references, design elegance, and, above all, irony are the chief enemies of a movement in which the lack of imagination is a virtue, the ultimate sign of authenticity.  This stuff makes more sense via straight-ahead examples: Instead of &amp;quot;Ped X-ing&amp;quot; and &amp;quot;Left Turn Yield on Green,&amp;quot; today&amp;#039;s street signage tells people, &amp;quot;Honking Is an Offense&amp;quot; and &amp;quot;Littering Is Rude.&amp;quot; The president&amp;#039;s dog, who has spots, is named Spot. (My brother&amp;#039;s golden retriever, circa the late &amp;#039;80s, was also called Spot. The difference? No spots.) NakedNews.com straightfacedly delivers exactly what all newscasts should: pretty women reciting well-written stories in the altogether. The big game at the end of the XFL season is called the Big Game at the End. On Comedy Central, you can watch The Man Show, a show about men, and on the WB, you can watch Popstars, which is about pop stars. You can now buy something called &amp;quot;Cheap Red Wine.&amp;quot; David Markson&amp;#039;s new book, This Is Not a Novel, is not a novel (though this verges on clever self-awareness, which is a slightly different animal). We predict this trend won&amp;#039;t stop. The next frontier? The pharmaceutical industry, which still insists on obfuscation. The new Dramamine competitor, the Transderm Scop patch, should have just been called NoVomit. --KEN KURSON "^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.esquire.com/news-politics/a1258/esq0501-may-mahb-trend-2/>