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And not because it reveals that many of our most exciting theories are fleeting fads and will soon be rejected.
Turns out that like any discipline, habit design has rules and caveats which explain why some products change lives forever while others create fleeting fads.
Which is disingenuous on two fronts: Firstly, well, they're hanging centuries of faith and belief off some fleeting fads, which is pretty lame.
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To me, it looks no more than PR damage control, a fleeting fad.
But not everyone in the business believes it is a fleeting fad.
As such, the temptation is to look at Blair Witch purely as a cinematic Furby, a strange and fleeting fad interesting more for its marketing than as a film.
Conservatism is not defined by a tendency to stand by while people's aspirations for more democratic societies are crushed: that is isolationism, a doctrine with an even more accident-prone history".Democracy seems to have been a fleeting fad in the America-influenced parts of the Middle East," Mr O'Hara concludes.
Released this week: Space Oddity, David Bowie In the summer of '69, not only did Bowie release his genre-bending Space Oddity, he also spawned the fleeting fad of the stylophone - "The greatest craze since the yo-yo!" - which is featured on the record.
Soon a fleeting fad began to look more like a phenomenon.
Still, both represent a huge change from prior holiday shopping seasons, indicating that transactions on mobile devices is becoming the default option, and that this isn't just a fleeting fad or freak occurrence.
Love is sometimes misunderstood as a fleeting fad or passion.
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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