Apparently the new buzzword is that everything needs to be a "house". City Market in Whitefish Bay is now a "bakehouse". Is the perfectly good word "bakery" no longer good enough? I've likewise had my fill of the ubiquitous pink ribbon, symbolizing the otherwise very worthy fight against breast cancer--and I'm, like, the world's biggest fan of breasts. (Alas, my search for the "boobhouse" remains, to date, in vain.)
I think that regrettably, the only imagination addressed by marketers is the white middle-class imagination. The age target tends to be either below 30 or above 45 or 50. I don't like this any more than anybody else, but am afraid it's simply reality.
In an effort to capture that imagination and prevent it from moving out to Mequon, the contortions become ever more agonizing. I just love language--and, you know, reality--too much to see it fall victim to those who market to the SUV/granite countertops crowd.