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For a company like Google, this could extend well beyond a consumer play, too: the company has been making deeper inroads into services for the enterprise market; and, with acquisitions like Nest, into that slightly nebulous area that we call "the Internet of things".
Nevertheless, the concept of the Establishment remains a slightly nebulous one.
While the insula may be easily grafted onto a neural diagram for the slightly nebulous concept of craving, a recent model 118 places the interoceptive functions of the insula as a thermostat, in a three-system model where the insula represents a gateway between the subcortical reward system and the prefrontal system responsible for decision making and inhibitory control.
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Admittedly, this is a somewhat nebulous concept.
So, injury forced Sam Jones out, but Tara Palmer-Tomkinson's reasons for leaving The Jump midway through training are slightly more nebulous.
Oh, and the slightly more nebulous "digital", which features Beyoncé fighting it out with The Rock for favourite social media celebrity, and Cara Delevingne and Kylie Jenner scrapping over the DailyMail.com seriously popular award.
Activations are a slightly more nebulous stat, however, because, as Evans points out, they don't include, for example, Android devices sold in countries where Google services might get used, such as China.
But while a lot of the opportunity today has been on the B2C and B2B fronts — with the B2C playing a role particularly in driving that billion user number — ScaleVP partner Andy Vitus believes that the longer term opportunity may be in a third category altogether, in the slightly more nebulous category of the Internet of things, where we are talking about machine-to-machine communications.
(Media consolidation was a slightly different twist on this model, wherein nebulous entities – Times Warner or Viacom, for instance – bought unrelated media businesses with separate product lines).
Ideas of home are nebulous, ranging from "where the heart is", to the slightly less warming sentiment of Robert Frost: "The place where, when you have to go there, they have to take you in".
The scientists have shifted their methodology slightly as they seek to zero in on the fairest way to quantify the broad and nebulous area of environmental performance.
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