Do you ever get aggravated by the rampant misuse of words like "bespoke" and "custom"? I was browsing through a catalog yesterday and saw a listing for an off-the-rack jacket with the description, "Crafted in the bespoke tradition, it undergoes 20 pressing operations to ensure a made-to-measure fit and feel." It was available in five even sizes. As Mr Montoya famously said, "You keep using that word. I do not think it means what you think it means." It'd be like DiGiorno claiming its frozen pizza was "custom made-to-order in the Neapolitan brick-oven tradition, available in plain, sausage, or pepperoni."