Translation into plain English Redundant word
Perpetrator Tim Cook, Apple
Usage example "When I step back from this terrible scenario . . . I think about the awareness piece. I think we have a responsibility to ratchet that up. That's not really an engineering thing."
Lucy’s commentary Under Mr Cook's leadership, Apple, hitherto the world's only example of a successful company that uses words elegantly, succumbed to drivel. Named 2014 Chief Obfuscation Champion.