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He says: "I want [it] to become as normal as clunk-clicking your seatbelt on".
But according to Ian Robertson, BMW's global marketing chief, the market for electric cars is approaching a tipping point, where battery power will become as normal as petrol or diesel.
And as video gaming competitions become better organised, and more prominently publicised beyond specialist media, so the idea of attending an eSports event will become as normal as heading to the cinema or a football ground proper.
But it could take until 2025 for the new technology to become as normal as the smartphone experience people have grown accustomed to over the last decade, according to a forecast issued this week by the firm.
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"It just becomes as normal as breathing".
The smell of the woman's body became as normal as her own.
But we do seem to be heading for a future in which cosmetic dentistry becomes as normal as back waxing or fish pedicures.
Clearly, not only a change in infrastructure but also in mind-set has to be achieved before cycling becomes as normal and as common as in the Netherlands.
Whether or not the trend of rejuvenating vaginas becomes as normal to us as getting our eyebrows done remains to be seen.
Our mission is to ensure that understanding and tracking your biochemistry becomes as normal as counting your steps or jumping on the weighing scales," says Thriva CEO Hamish Grierson.
It becomes as normal as getting up and drinking a glass of water.
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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