Some new entrants seek shock value, such as the Skeleteens line, which includes flavours like "DOA" and "Brainwash"; the latter stains your mouth blue for two days.
Strange, because the 2010s had become known as the Decade of Austerity, with its apt acronym, DOA.
The mainly male crowd roars, instantaneously raising their diamonds in the air as Jay-Z strolls on to the stage at the stroke of 10.25pm and launches straight into "DOA (Death of Autotune)".
Here is one for a seventy-three-year-old white woman who was found on Monday, July 17th: A recluse for 10 yrs, never left apartment, found today by son, apparently DOA.
On Twitter, Speaker John A. Boehner called the Senate measure "DOA" and a "non-starter in the House".
As well as following directly on from the likes of Canadian hardcore pioneers DOA, their earliest material shows the influence of such postpunk groups as Joy Division and new wave acts like Devo.
On his Telegraph blog this morning, Benedict Brogan said the idea was "DOA" [dead on arrival] because it was going to cost too much.
It's campy, it's amusing, and it's scheduled on the same night and time as True Blood which renders it instantly DOA.
But despite the jiggling - look at the physics model on that! - DOA Volleyball will be equally appreciated by the girls.
DOA: DEAD OR ALIVE Corey Yuen directed this adaptation of a martial-arts video game.
There was a time when movies like "DOA: Dead or Alive" lurked sheepishly at schoolboy height on video store shelves, spines straining to accommodate the charms of their actresses.
