Because it makes the language soar, and plunge, and jump through hoops.
But the activists like it because it makes the party seem honest and caring.
"They love it," Ms. Papo said, in part because it makes the bar smell so good.
Willis doesn't like to smoke dope because it makes the people around him seem evil.
"And it looks more intimate, because it makes the hall shorter".
"It's counterproductive because it makes the dissidents seem like tools of Miami rather than independent patriots".
In viral marketing, consumers forward items because it makes the sender appear hip or smart.
At one level it is hugely embarrassing, because it makes the party look a bit daft.
We welcome complexity because it makes the moral points stand out more clearly against their background, just as we welcome linear perspective in paintings because it makes the acts of the foreground figures more fully articulate.
Indeed, Fitzgerald probably cut the incident because it makes the wreckage of Gatsby's fantasy too clearly inevitable: why read on?
"I see a lot of that, and it's definitely a negative," because it makes the apartment look dated.
