Exploring the pathways of our lexicon
A television commercial for the laundry detergent Gain is getting under the skin of the grammatically minded. The commercial shows a man getting dressed and smelling his newly laundered shirt, as the announcer says, "Bill's mornings have never been gooder thanks to something amazing we've added to Gain." That one little word, gooder, has set off a storm of protests — which may be exactly what Procter & Gamble, the makers of Gain, are looking for.
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