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There's an old expression that "revenue is vanity, profit is sanity". I'd like to suggest a slight twist—"revenue is vanity, value is sanity"—because, as much as revenue is vain, the sane thing for most owners is to pursue value rather than short-term profits.
"Somebody once said, 'Profit is sanity, turnover just vanity'; I think it may even have been Sir Alan".
"And if in the end the best interest of the Nigerian people is for him to do certain things that would make sure that there is sanity in that regime, then I am confident he would act".
"This is sanity versus insanity".
Advocating for reason is not politics; it is sanity.
It is worth remembering that turnover is vanity, profit is sanity and cash is reality.
It's worth remembering the old business saying "turnover is vanity, profit is sanity but cash is reality".
It has sexy witches, four white birches that represent the Four Horsemen of the Apocalypse, and dialogue like "Belief is sanity, leftenant".
So, while we're seeing elements of technology get slightly goofy, there is sanity to be found as well.
But in volatile times, the well-worn maxim 'revenue is vanity, profit is sanity seems to hold particularly true.
To adapt an old retail phrase "traction is vanity, monetisation is sanity" Interestingly it's the Yells and Thompson's that should take this as yet another hammer blow.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com