Those words are posted as an advertisement in the cafeteria in the complex where I work. The cafeteria where they are posted is managed by the Marriott Corporation, so we're told the food is really great, not that salty, fatty, over-priced slop that I see there every day. Anyway, I went down to the cafeteria this afternoon to get some ice water with lemon (only 22 cents!) when lo and behold I was captivated by a sign posted by the coffee service.
"The Ultimate Experience" the sign read in a nondescript, aiming-to-look casual font, and it was plastered all over the coffee urns like some kind of Marriott corporate fake-out. The Ultimate Experience? Excuse me? Should anyone DARE to take a cup of coffee and not be terrified that, in so doing, they were courting a growing depression that would eventually rob their life of any hope of joy and pretty much end it all? Because let's face it: after the ULTIMATE Experience it's pretty much all downhill.
Really, The ULTIMATE Experience? In a fucking cup of coffee? Well, shit, if I pour myself one of these magical suckers I might as well lay down and die immediately afterward. It will be, after all, The ULTIMATE Experience. Once I drink this coffee there will never be another experience in my life that will even approach this one since ULTIMATE is pretty much the tip top of anything.
ul - ti- mate (adjective) not to be improved upon or surpassed; greatest; unsurpassed
Greatest. Unsurpassed. Not to be improved upon. You better be fucking careful mofo, cause if you drink this coffee you will never, ever, in this life, approach this moment with anything even remotely resembling happiness or fulfillment or contentment. Finding "Mr. or Ms. Right"? Don't bother; you've already sipped The ULTIMATE. Having children? How could they ever hope to compare to The ULTIMATE, which you have, sadly, already experienced? They'll just be an ongoing and life sapping disappointment to you. Finding any happiness whatsoever through work or an avocation or just plain living? FORGET IT, MOTHERFUCKER! Been there; done that! You drank The ULTIMATE Experience, remember? Give it up!
Which is what brings me to the apex of this blog post: my burning hatred of the wholesale overuse of the English language in the name of the great god of commerce. THE BEST! THE BIGGEST! THE GREATEST! THE ULTIMATE! Is there no advertising executive with even one iota of shame when it comes to using superlatives to try shill for any product from flushable toilet wipes to a fucking cup of coffee?
Why not be more in line with reality? What's wrong with that? Instead of The ULTIMATE Experience why not: "Our hot, freshly brewed coffee. It'll wake you up!" Or: "Take a drink and get a jolt", or how about the simple, straightforward: "Our coffee: have some!"
I'm down with all the misplaced exclamation points, I mean I'm not a total curmudgeon. But for the love of all that is holy, please stop screaming at me about how your piddly ass product is going to be my motherfucking salvation!
I'm ULTIMATELY never going to buy it!