dimanche 4 avril 2010


When I finally asked my friend about the name of the cafe she works at, after years of hearing her talk about it, she begrudgingly told me "That Cafe". I think this name just beat "Untitled" at being ambiguous. She told me her boss' ditzy second wife had named it, thinking it would be quaint and clever, but clearly you are not targeting any English speaking demographic at all with a name as frustrating and indirect as That. 

In general, I hold the intelligence of Melbournians in relatively high esteem, so imagine my disappointment when I realised that one of the shops near my station was called "That Shop". 

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