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It started out serious – forget trying to monetise Facebook/Twitter and start trying to work out if social media can affect real change in the world, like fix problems on your local street for instance.
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Levanter's owners – husband and wife team Joe and Fiona Botham – started out flogging serious, high-grade Spanish imports on local markets and their quality control is clear in everything from a plate of jamón ibérico to a Desiderata – a craft-brewed pils from Seville and, miraculously, a genuinely good Spanish lager.
So, what started out as something serious, has turned into something really serious?
What started out as a serious problem for Tiger has evolved into a career-threatening crisis.
But while the goal was to give classical a cool makeover, the evening started out as more serious than festive.
Like Mankell, Høeg started out as a serious writer before Miss Smilla's Feeling for Snow made his a household name outside Denmark in 1992.
I was well-pleased to read in the obituaries of the actor Leslie Nielsen – who died this week at the age of 84 – that he had started out as a serious actor, but decided against it in later life.
But the day of their amazing win started out with a serious amount of bad luck when their washing machine and computer broke within minutes of each other, they said.
That app started out as a "serious dating advisor for men" and gained only a small user-base (of around 500 users).
What started out as a serious-minded debate between two political titans veered into rapid-fire shouty set pieces, a symptom of the long term disabling enmity between Labour and the SNP.
An annual event that started out in 1975 as a serious meeting devoted to international economic issues long ago degenerated into a photo-op for world leaders, and a quick getaway for their political and media hangers-on.
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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