I recently read a hilarious article in the Chicago Tribune by Steve Johnson about the annoying habit of companies adding "i" to the beginning of a product that they want people to see as being innovative, digital, or "technological." Of course iPod and iTunes started it, but now there is everything from iWake (clock radio) and Mitsubishi's i micro-car.

Is this the case in the UK?

Yes, it's the same here. It's likely, though, that it's the same few multinationals in both countries who are to blame. Previously, companies who wanted to appear to be providing cutting-edge technology prefixed everything with "e"; now it's "i".

Hmm - maybe we could use the phenomenon to teach phonics . . . we just need to get some companies to use "o", "u" . .. "a" and sometimes "y" and we'll be in business!