Word nerd confession time – I wanted to call this “The Value of the Ephemeral”, but “ephemeral” isn’t an everyday word so I thought that might be off-putting and I backed down. This way, having used both very ordinary words (so ordinary as to be meaningless, perhaps – we’ll explore that on Sunday) in the subject line and a less-ordinary word in the first paragraph, I can have my linguistic cake and eat it as well. Lucky me.