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Following three albums, the band signed to a major label and while they are grungily proud that "at no point have we reneged on our past", they are most definitely a mainstream proposition now.
It's highly enjoyable, and very well made, but it's also a marker, a moment where a massive multi-million dollar bet has been made on geek culture being not only a mainstream proposition but an adult one too.
Meanwhile, this marks the first lead investment at Greylock for Elman, whose experience with consumer and mobile products will be leaned on as the company seeks to make devices in the connected home a more mainstream proposition.
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The BBC's Sound Of… poll normally awards its top prize to resolutely mainstream propositions, but the longlists do include some fledgling talents worth highlighting, even if it does just feel like a case of throwing stuff at a wall.
To understand why the mainstream finds this proposition so annoying, you have to understand that "distribution" – the polite name for inequality – was thought to be a closed subject.
My self-published product may not be the easiest proposition for mainstream publishers.
The Tesco brand represents arguably the UK's most powerful consumer proposition for the mainstream.
Mobile Web: Smartphones are also not yet a mainstream, full-blown 'mobile web' proposition.
Several months later, I'm now running marketing for GoodGuide and in the process of implementing the lessons I've learned about a making a sustainable value proposition appeal to mainstream Americans.
Relegated to places where market failure is deeply and increasingly entrenched, there is simply no commercial proposition to attract mainstream investors, despite the handful of exceptional intermediaries creatively using tax credits to build some scale.
The great divide between politicians and the people is showing itself in California where polls show the voters support Proposition 19 and where the mainstream politicians mostly oppose it.
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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