Once in a while a PR company pitches one of their clients to me and I think, "You do know majority of our websites readers are dykes and ‘mos, don't you?" For example, I had a call once about a new cookbook that emphasized "Christian Values". I have no problem with the true Christian values of acceptance and "do unto others", but when those two words are paired in quotation marks and both start with capital letters, I start to hear "Warning Will Robinson. Danger! Danger!"