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must be funny -- italics, example: Must be funny is the sacred meme and algorithm... Typically used for definitions. "must be funny" -- quotes, example, "Must be funny" is all we need to know in every situation. Typically declarative, saying it . must be funny -- bold, when first mentioned, and often at the start of a new theme, example, Must be funny works fine as a stand-alone religion... must be funny -- retained whenever the words are read normally for their meaning. Note the aversion to caps, though they did show up in three examples above, at the start of sentences. There could be caps in the acronym, initial caps, block caps, small caps. Why not? The answer is ideological. Serious religions capitalize all over the place, and I capitalize The Serious One to show that he belongs to that milieu. Must be funny comes from below,
subverting serious religion, dragging it down to the funny level,
so commonplace and lowercase. Typography is theology. Ironic
capitalization allowed. |
Must be funny exaggeration >> |