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"This is mainstream, but good.
"Today online shopping is mainstream, but it's also becoming boring," Bill Cobb, then the president of eBay North America, wrote in a June 2007 blog entry that typified this thinking.
SEACREST -- Well, now metrosexuality is mainstream, but six years ago, when I was first talking about getting my eyebrows waxed and my hair highlighted it was like, "You got to tune into this guy because'What's he talking about?' " But I just picked all these things up from women.
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"They can never be mainstream, but they're out there," he said.
"I'm O.K. to carry brands with big notoriety and the capacity to be mainstream, but it's really the product that interests me.
It may not yet be mainstream — but the promise is clear.
It's mainstream, but the content isn't easily available digitally any other way.
It may seek to be mainstream, but the belief in something more radical - a revolutionary return to "national values" - has never entirely gone away.
Files Go was designed for India, where budget Android phones are mainstream, but interest in the app was so widespread that it was later launched worldwide.
And they might not be mainstream, but they're out there doing really well.
He was mainstream, but more than mainstream, he bridged the gap.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com