Venkatesh Rao recently coined the phrase premium mediocre to denote a certain type of product, service, or experience with which we are all very familiar these days.
Premium mediocre is the finest bottle of wine at Olive Garden. Premium mediocre is cupcakes and froyo. Premium mediocre is “truffle” oil on anything (no actual truffles are harmed in the making of “truffle” oil), and extra-leg-room seats in Economy. Premium mediocre is cruise ships, artisan pizza, Game of Thrones, and The Bellagio.
Premium mediocre is food that Instagrams better than it tastes.
Premium mediocre is Starbucks’ Italian names for drink sizes, and its original pumpkin spice lattes featuring a staggering absence of pumpkin in the preparation. Actually all the coffee at Starbucks is premium mediocre. I like it anyway.
Premium mediocre is Cost Plus World Market, one of my favorite stores, purveyor of fine imported potato chips in weird flavors and interesting cheap candy from convenience stores around the world.
The best banana, any piece of dragon fruit, fancy lettuce, David Brooks’ idea of a gourmet sandwich.
Premium mediocre, premium mediocre, premium mediocre, premium mediocre. Mediocre with just an irrelevant touch of premium, not enough to ruin the delicious essential mediocrity.
A friend used to say that if something is described as being “classy”, it almost certainly isn’t. Premium mediocre is knowing that and being fine with it. (via mr)
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