For the record, I like it. A little bit of bizarreness is fun.
I can see it becoming overdone in the coming years, though (corporate sponsorship, ads, etc).
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We may curse our bad luck that it's sounds like its; who's sounds like whose; they're sounds like their (and there); and you're sounds like your. But if we are grown-ups who have been through full-time education, we have no excuse for muddling them up.
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