Many years ago during my chemistry studies we learned about the periodic table and the various elements found therein you know, Hydrogen, Potassium, Iron etc.. - more recently however I have been made aware of a new breed of 'super-elements' only to be found in the latest gadget or ladies shampoo.
Behold ! Where once we had Egg or even Beer if I recall correctly, we now have 'Neutrillium' and wait for it 'Ceramide-R'. Where once upon a time your Iron would have a nice stainless steel soleplate it is now made of nothing less than 'Ceranium'. Want to launch another 'me-too' low-tech product and gain some marketing advantage - then don't be a dunce, give it some extra kudos by inventing a brand new element (extra points if your invention ends in '-ium' by the way).
Golly ! that's made me a little hungry, perhaps a yoghurt snack with 'bifidius digestivum' will soothe irritation - aaaaarrgh..
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