"But this is not your category".
You're the defending champion in your category.
Or "brain farts" (Charlie Sheen, this is your category).
Hours (and several trips to the bathroom) later, your category is announced.
Breezi lets you select your category from among hotel/spa, pet services, consulting and other options.
"Mind your own business," she snapped, "until your category comes around".
Jim, you underperformed your category by at least seven full percentage points in both of those years.
From experience, watching competitors seemingly float past in the final strides is wholly deflating, even when you are battling it out for 2,156th place (in your category).
Indeed, you can't believe your name could ever be mentioned in the same breath as the other nominees in your category.
Ms. Williams, a senior analyst with Forrester Research, said that while Amazon would provide a retailer with traffic for a while, "the worry is, you're going to lose your category if Amazon decides to offer your product".
The philosophy is "respect your category," he explained, and in this instance consumers "want a smile and some light-heartedness, so you want to not take it too seriously".
