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It is not even relevant, although it matters, that nobody owns the BBC.
Nor do I assess politicians based on their military records (although it matters to me when a candidate lies about his record, or about his opponent's record).
Although it matters more that readers like us, and that our burgeoning circulation continues to...burgeon, it's nice to be recognised by peers (especially those who want to kill us off).
So although it matters what happens to Don and Peggy and Roger and Joan — because this is a story, in the end, with an end — it also doesn't matter, because these characters have been happening all along.
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Why it matters: Although touch screens have become the default mode of interaction for mobile devices, they have drawbacks compared with traditional buttons.
Why it matters: Although the US can boast the number one spot, the decline of American machines in the ranking is striking.
He's got this great knack of popping out when it matters although he is probably more of an underdog.
Why it matters: Although experts say we are still decades away from machines that truly think like humans, narrower applications of AI are already having an impact on society.
It matters because although secular societies treat death as a medical event, in the dark recesses of our minds it is much more.
Although it still matters to strive for a better you, a better tomorrow, acceptance of what is now is vital to living in the moment, in order to avoid the illusion that your happiness or fulfillment relies on contingencies not yet realized.
It doesn't matter whether "Psycho" was a bigger hit than "North by Northwest" or whether "The Wrong Man" and "Marnie" were flops, although, of course, it mattered to the director.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com