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"This is a place for the incurably curious," said Martin.
A new tagline – books "for the incurably curious" – implied a still freer idea of science literature, while high-profile non-boffin judges led the publicity charge.
The Wellcome Book Prize is another fabulous recognition of scientific and medical writing – 'books for the incurably curious' is their motto.
The building, billed as "the free destination for the incurably curious", only opened in 2007 but was promptly swamped by its own success.
For those of you who aren't familiar with the Wellcome Collection, our aim, as our marketing tagline asserts, is to provide a free destination for the incurably curious.
Resisting fashion-plate glamour on the one hand and journalistic grit on the other, Eggleston brings an ethically neutral, incurably curious aesthetic to everything he sees – the "democratic way of looking around" alluded to by the retrospective's title.
Similar(47)
Some are infantilised, incurably passive.
They are already — perhaps incurably — behind schedule.
He was "incurably constructive," she said.
The incurably ill are turning tricks?
The Marina, to a jaded American eye, is incurably vulgar.
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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