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Mr Collins's companies were usually "one fad behind" the market.
Watch this unboxing video by CoolGearReviews.com and put that fad behind you.
Just when everyone but the most out-of-touch joined the call to bury this YouTube dance fad behind the shed of our collective consciousness, members of the University of Nebraska men's gymnastics team took their shirts off and added flips and high bars to the Harlem shake.
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Fading behind was an elite group: fellow Kenyan, Catherine Ndereba, winner of the 2000 Boston Marathon; Adriana Fernandez, the reigning New York Marathon champion; and Ethiopia's Fatuma Roba, the 1996 Olympic gold medalist in the marathon.
IT IS easy to discount web services as yet another fad, but behind the hype surrounding this new way of letting computers talk to each other over the Internet lies a crucial question: who will provide the dominant software platform of the next generation of computing?
What lies behind the fad for fairy paintings is a fascinating question.
And with Chvrches filling out Alexandra Palace recently, doubtless they will be encouraged that their brand of pristine electro-pop, performed by a trio, two of them behind fad gadgets, can work in front of big crowds.
Peek behind a fad these days, in other words, and you are apt to find a Scandinavian, pedalling hard.
Ms. Lazarus: It has maybe been a bit of a fad, but the ideas behind it make good sense.
Jim Gabbert, the second-generation mattress retailer behind Zia Sleep Sanctuary, explains: "At first everyone saw air and visco as a fad, like water beds.
Research lurches from fad to fad — cancer viruses, immunology, genomics.
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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