Understatement, modesty and a strong tendency toward hiding their light under a bushel. Yes, the Americans are frustratingly backward in coming forward. Take their descriptions of a new marketing medium.
It is “one of the greatest achievements of the technological age”, according to one observer.
It will provide “ground-breaking, lucrative opportunities on a global scale” according to the company that invented it. “Huge revenue boosters”, no less.
Or it “would have a dramatic impact and be on everyone’s lips, creating tasty smiles”.
And the nature of this amazing new medium? A little device that indents messages into pizza crusts… or biscuits, pies – even baked potatoes.
Revolutionary, no doubt. But one comment did worry the Diary a little: “[It] would be a mega hit, lasting indefinitely instead of minutes.” Just what kind of crazy preservatives are the Americans putting in their pizza these days?