The boy who cried unique

I read the words this morning, “Company X is truly unique…” and immediately stopped reading.

It’s not the only word or phrase that seems to elicit that response these days.  Strong visceral reactions (or, conversely, complete apathy) often accompany the sighting of “truly global”, “innovative” and other such platitudes – especially when appended with “truly.”

It seems that I have become immured against the laziness of this language to such an extent that emphasis of these terms not only makes me doubt their veracity, but instead leads me to believe that the complete opposite must be true.

Truly ironic?