Or, why I lasted only a year as a advertising copywriter.
This phrase popped out from an item on The Outdoor Wire: "the ultimate turkey vest is now better than ever."
So something that was "ultimate"—the last possible stage of whatever it was—has now moved beyond ultimate. Which is what, exactly? Into another dimension where time and space collapse?
The writer could have said, "a damn fine turkey vest is now even better."
Could we just have a moratorium on "ultimate" and "extreme" in sports and outdoor writing? Is that too much to ask?